Multicultural and Diversity Marketing in Alpharetta and Atlanta
Why Diversity and Multicultural Marketing are More Than Just Buzzwords
At the end of the 20th century, big-name brands, including Coca Cola, Unilever, Proctor & Gamble, Microsoft, and many more, began exploring the growing diversity and multicultural marketing space. Research suggests that there is an immense possibility for multicultural marketing this year. A 2019 report by ANA’s Alliance for Inclusive and Multicultural Marketing (AIMM) found that multicultural consumers make up nearly 40% of the U.S. population. However, only 5.2% of the total advertising and marketing spend is directed toward them.
With 7 billion people in approximately 190 countries around the world, businesses need to start rethinking how their marketing strategy engages and appeals to minority demographics to remain relevant in 2020 and beyond. For example, did you know Latinos outpace the non-Hispanic population using social media? Furthermore, Latinos are 62% more likely than non-Hispanics to rely on social networking sites for healthcare information. Insights like these are where multicultural marketing agencies intervene. They know how to conduct user interviews and gather data-driven research with audiences that may not share your business’s native language or cultural values.
Hiring a multicultural or minority marketing company is a great first step to making that happen. But what exactly does that mean for your business and your employees? The following are three things to keep in mind when determining your company’s right multicultural marketing agency.
1. PERSONAL EXPERIENCE
In an increasingly globalized economy, culturally diverse marketing teams can help companies expand their business in worldwide markets. Understanding the cultural nuances of target markets enables companies to communicate more effectively, in a way that is accepted within that culture.
Joanne Sanders, president of EWISE Communications, routinely draws on her Hispanic heritage and personal experiences. Born in New York and raised in the Dominican Republic, she grew up among different cultures, a variety of customs and perspectives, and speaking multiple languages. As a multi-lingual minority, Joanne combines her marketing expertise to represent Georgia’s Hispanic community proudly.
2. EXPERIENCE WORKING WITH MULTIPLE CULTURES
Multicultural marketing, where your clients’ organizations have values, beliefs, and certain conventions that are distinctly different from yours, can be a significant challenge. However, there are few equally powerful experiences in which you can learn so much about people, organizations, and also about yourself.
Our Alpharetta marketing team has benefited tremendously, learning the value of honoring diverse cultures, from our president’s firsthand experiences. Being from a different culture and able to work with others from different origins gives us experience understanding faux pas and other nuances to incorporate into marketing and communication programs to make them effective. A variety of voices shaping messages and strategies can help marketing teams recognize opportunities that might otherwise be missed, consider different approaches, and avoid culturally insensitive missteps.
3. PROVEN SUCCESS
Due to our work on global marketing initiatives, our Alpharetta marketing team has helped achieve double-digit growth for international companies conducting marketing and communication in the U.S. Given these efforts, our CEO Joanne Sanders received the Georgia Latina Excellence Award in 2017, awarded to Latinas showcasing exceptional leadership in business and technology. That same year, Joanne was recognized by the World Trade Center Atlanta for her marketing efforts during the World Trade Day conference. She was also instrumental in bringing the first Hispanic Meeting and Convention Conference to Atlanta.
At EWISE Communications, we have genuine, grounded experience in providing expert insights into our clients’ audiences. If you’re ready to learn more about your growing multicultural audience with marketing that moves you forward, reach out to our Alpharetta-based marketing company today.