June 18, 2014 - The Evolution of Multicultural Marketing
The emergence of multicultural marketing began around the same time as the Civil Rights movement in the 1960’s, as marketers realized these ethnic groups also had spending power. In the 1980’s, media channels such as Univision, BET and Telemundo started to address them directly, and large advertisers such as P&G, McDonald’s, and Benneton recognized the value in this kind of targeting.
In the 2000’s companies began to focus on ROI of media buys, which included understanding the respons to their multicultural campaigns. Now here we are in 2014 and people are questioning if “Multicultural Marketing” is dead. Read a prospective on this subject from the vp/multicultural marketing for North America of Diageo, the spirits giant, which believes multicultural marketing – as it is traditionally understood by brands – is an increasingly outdated concept. - Link to article
When buying media for multicultural consumers remember to get into the neighborhoods where these groups live. At ONE SHEET NATION we have many solutions for you to physically address your target market. Contact Carter now to find out more at firstname.lastname@example.org