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Most advertising professionals and marketers understand the historic cultural and economic shift represented by the burgeoning U.S. multicultural population. What most ad pros don't realize is how quickly this market is adopting digital technology, specifically social and mobile, and how this represents the biggest shift in the multicultural marketing landscape since the launch of Spanish-language TV. With more and more big general market ad shops quickly redefining "full service" to also include the Hispanic, African American, Asian and GLBTQ markets, find out how the multicultural digital media shift is creating a unique opportunity for all agencies to get into the multicultural game.
I didn’t make this up. Nor do I entirely agree with this nomenclature. However, this is how corporate american has packaged it, and we all know that money moves down form corporate america down to us, agencies, and then down to media, etc. so their definition wins.
107 million people
Hispanics’ median age, 27.4, is nine years below that of the wider population.
$462.3 million to $298.9 million
This is McDonald’s corporate mantra. Companies like P&G, Toyota, and Budweiser are following suit.
Multicultural marketing in the digital age: Integrating Multicultural Capabilities into your Agency
Multicultural Marketing in the Digital Age:<br />Integrating Multicultural Capabilities into your Agency<br />October 17, 2010<br />
Overview<br />Introduction<br />3 multicultural market forces<br />2 industry trends<br />The big [multicultural] takeaway<br />Your opportunity and challenge <br />
I’ve been working in advertising for the last 10 years<br />My background :<br />Economics<br />Digital technology<br />Management consulting<br />I kind of stumbled into this business…<br />Jose<br />
… and I’m one of the few people you’ll meet that runs a successful ad agency that never worked in advertising before.<br />
my story explains a lot<br />1998: I left a consulting career to start a Hispanic-focused dot com<br />Since that day, I found myself in the middle of a transformation of the advertising industry<br />
my agency<br />I started Sensis in 2000 2 days after shutting down my dot com<br />Sensis was started to address a small gap I saw in the ad business during my dot com days<br />During the last 10 years I’ve realized that “that little gap” was actually bigger and more transformative than anything I could have ever imagined in 2000<br />
agencies I’ve gotten to intimately know…<br />
But everything about me and Sensis always comes back to a simple story:<br />What happens when digital and multicultural get so big and transformative that they can no longer be nicely packaged as marketing specialties?<br />
let’s start with some definitions<br />Multicultural markets = various minority groups<br />Hispanic<br />African American<br />Asian American<br />GLBTQ<br />Other<br />Middle Eastern, European, South Asian, Native American, Disabled, …<br />
Minorities makes up over 35% of the U.S. population<br />
Multicultural America<br />Source: U.S. Census Bureau<br />
Multicultural buying power<br />In billions… with a “B”<br />
How did we get here?<br />Unprecedented immigration spurt of the 1980s<br />Similar to that of the early 20th century<br />Both have fundamentally remade the ethnic landscape of the U.S.<br />83% of U.S. population growth during last decade came from minorities**<br />* Source: Professor Jacob Vigdor, Duke University<br />**Source: Brookings Institute<br />
By 2048 the minority will be the majority<br />Source: U.S. Census Bureau<br />
Multicultural and digital<br />early adopters of new technology<br />leading consumers of online content<br />highly receptive audiences for online advertising<br />
Hispanics and Digital<br />24.6 million consumers <br />More than half (54%) of U.S. Hispanics use the Internet<br />Internet access growing at a faster rate (13% since 2004) than among any other group<br />Total purchasing power of $900 billion<br />The mobile device is an important point of Internet entry for Hispanics<br />They are heavy “data plan” users <br />Over-index in advanced mobile usage<br />Hispanics spend more time on social media sites than their general market counterparts<br />
African Americans and Digital<br />30 million African-American online<br />Nearly 80% of all African-Americans are online<br />They are also among the early adopters of the mobile Internet<br />
Asians and Digital<br />14 million Asian Americans online<br />Internet penetration nearing 80%<br />market is complex and difficult to reach, due to the wide range of original nationalities, subcultures and languages. <br />Internet provides the greatest opportunity for micro- and macro-targeting consumers in this market.<br />
Rapid, chaotic change usually means an opportunity for businesses that can see and exploit it<br />
New business models will emerge<br />Remember Napster?<br />The record industry tried to fight it<br />Apple finally figured out how to exploit it<br />Tower Records died <br />iTunes was born<br />
This is where ethnic ad shops are opening the door for you…<br />
Digital Entry Points<br />Social<br />Multicultural over-indexing in social media<br />Mobile<br />Multicultural early-adoption of mobile technologies<br />Digital media<br />Hispanics & African-Americans spend more time online than with any other medium<br />