Multicultural marketing is about targeting various ethnic segments and speaking their cultural languages. Simply translating your advertisements into a local language or packaging your products showing faces from the ethnic population is not enough. Understanding the cultural nuances and customer preferences and integrating them into your communication is what is truly required for successful multicultural marketing campaigns.
In fact, multicultural marketing can help organizations stand out in competitive and niche markets, helping them to develop “one-to-one” rapports with minority ethnic groups.
The concept of multicultural marketing has, however, been slow to take off. Here are a few reasons why:
- Lack of knowledge of other cultures amongst marketers and a back-of-the-mind apprehension towards dealing with unfamiliar cultures
- Fear of losing existing customers who may look elsewhere once the organization shifts its marketing focus to other groups
- Assuming that the same sort of communication does the job with ethnic customers also
- Lack of interest on the part of an organization to include other groups in order to expand its consumer base, which may occur because it doesn’t see a sizeable market for the other groups
How Does One Become a Successful Multicultural Marketer?
- Use the right language and the right cultural perspective for reaching your audience.
- Understand your consumers’ mindset adequately to understand what motivates them.
- Find out the marketing media most accessible to them before finalizing your marketing program.
- Respect your customers’ culture and analyze the results of using images, language, jargon, or slang before employing them in a market. What clicks with one consumer group may have the opposite impact on another group. Pre-test your marketing initiatives before going all out with them in the market.
- Collect adequate information about your customer group to communicate with individuals in the group on a personal level to make your messages more effective. Conduct local background checks before talking to a customer group. Surveys can be very valuable in creating and analyzing your marketing efforts.
- Most importantly, live the life of your customers before marketing to them.
An IDC report predicted that more than one billion people had gotten access to the Internet by the end of 2007. Thus, the Internet can be an extremely effective tool for reaching your customers in any part of the world.
Your career as a multicultural marketer can earn you a name and fame if you keep the following tips in mind while you target your customers through web media:
- Use websites in multiple languages to reach multiple groups of customers from different cultures.
- Customize images and content used in the websites for each target group.
- Preserving your brand is important. To ensure that you do so, make sure you give the same look, color, and feel to each page on your website.
- The site should be user-friendly, and customers should find it easy to navigate through. Ensure that the web pages load quickly or else your customers will move on to some other site.