Yes, culture significantly affects how people perceive messages and process information
In an already diverse country it is no longer a question whether we must target different ethnic groups. The issue is how to adapt or develop tailored campaigns that effectively reach powerful ethnically diverse groups to establish real, respectful and lasting relationships.
- Approaching a culturally heterogeneous audience from a deeper perspective is not easy.
- Businesses tend to address a segmented market primarily on the basis of language, translating campaigns designed to reach the mainstream population or relying on English to reach English – speaking Latin Americans, or Chinese people who speak English as a second language, with no positive results.
- Studies, analysis and experience have taught us that culture significantly affects how people perceive messages and process information, including advertising messages.
According to key cultural theories (distinctiveness theory and accommodation theory), ethnic groups respond more favorably to culturally targeted ads.
To develop effective marketing strategies and campaigns marketers should first understand the cultural insights of the specific market to be reached, _cultural values, norms, and behaviors, as well as levels of acculturation – to apply to multicultural marketing analysis.
An effective ethnic communication strategy should be based on understanding cross-socio cultural differences and social differences within cultures. Finding cultural distinctiveness ( common and similar attitudes and behaviors), marketers will create or adjust communications strategies to effectively reach different ethnic targets, respecting cultural values.
A multicultural analysis utilizes four key cultural marketing elements: cultural affinity, acculturation, cultural sensitivity and cultural acceptability.
Send us an email or call us to talk about your ideal multicultural marketing strategy!