Businesses face a distinctive set of challenges when developing a comprehensive marketing strategy.
Using general-market advertising, companies often take a one-size-fits-all approach, creating a branding campaign with a single message, hoping to reach enough people and convert them into customers.
Those days are behind us. A one-dimensional general marketing approach is like casting a wide net into the ocean and hoping to catch whatever you can. But target marketing, specifically multicultural target marketing, is like fishing in a lake, where you find a higher concentration of like-minded people.
Businesses are learning the advantages of segmented marketing—targeting smaller demographics within their target market with customized messaging. Let’s discuss some of the reasons why it’s vital to your bottom line to look at segmented marketing as an effective strategy.
97% of Consumers Disengage From Businesses That Send Mistargeted Messages
We live in a multicultural world. America has always been a “melting pot,” but today, we are more diverse than ever. Each culture and ethnicity brings a particular worldview and values, and they will each respond to your message differently. If they can’t relate—they won’t respond. You’ll see a great improvement in your engagement by creating a highly tailored ad to your brand’s Hispanic demographic, and another suited to the African-American demographic, for example. If you have done your research and understand a group’s wants and needs, then speaking directly to them has far more power than attempting to attract potential customers with a single ad.
The Population Is More Segmented
The differences among people aren’t just cultural or ethnic. People of different generations respond differently than each other; so do people of different religions, backgrounds, genders, and even different neighborhoods. The more you can customize your message to the different identifiable segments within your target market, the more success you’ll have with your branding strategy.
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People Respond Better to Personalized Messages
Let’s be honest: The public is inundated with mass messaging today to the point of being annoyed, weary, or just plain numb. Consumers will tune out your Facebook ad or delete the email unless they hear or see something that speaks directly to them. Segmented marketing addresses this issue by learning about the specific needs, desires, and pain points of different segments in your market, then tailoring your messaging to speak to those issues.
Not sure where to start in diversifying your marketing strategy? Los Angeles marketing agency Wicked Bionic has the research, data, and audiences you need. Experts in multicultural marketing with a track record of reaching over 7.2 million Hispanics and driving a 325% increase in engagement for their clients. Set up an appointment to review your business needs.
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About the Author
Dana C. Arnett, Founder and CEO of Wicked Bionic, spent 30 years in the entertainment business before starting the agency in 2015. The Los Angeles-based multicultural communications and advertising agency works with government and private-sector clients on strategic marketing and engaging media campaigns. Dana has always loved learning from other cultures, and that curiosity became the foundation for Wicked Bionic’ approach to culturally responsive marketing – building authentic connections between organizations and the communities they serve.
