DECEMBER 202219CXO INSIGHTSSUCCESSFUL MARKETING TO MULTICULTURAL AUDIENCESBY GENARO DIAZ, PRESIDENT, BRAND STRATEGY, AND MARKETING, CEC ENTERTAINMENTToday marketing, in the form of media relations, digital and social marketing, influencer activations, and advertising are essential. Consumers can only benefit from a message if they can comprehend it and relate to it. Marketing must also be targeted to match the demographic a brand is seeking to attract. Consumers come from a variety of racial, ethnic, and cultural backgrounds. Today, nearly 20% of the nation self-identifies as Hispanic, 14% as Black, and 6% as Asian or Pacific Islander, according to the most recent census data. Adding to this fact, during the past ten years, the number of Americans who identify as more than one race has increased significantly--from 9 million to 33.8 million.Since the world is evolving and becoming more diverse, a single message no longer resonates with all segments of the population. Brands should think about tailoring their messaging to diverse target markets. When working with a broad audience, multicultural marketing is essential, especially if the brand wishes to reach as many people as possible with its messages. 75% of consumers say Genaro Diaz
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