FAQ to Multicultural Marketing

1. What is multicultural marketing?
Marketing practice towards audiences of specific ethnicity, that typically stand outside of the country’s majority culture or general market, is called multicultural marketing. Ethnic groups tend to share language, values, traditions, and views that affect their understanding, attitude, and behaviour. Marketers, therefore, use these aspects to reach out and engage with desired audiences. With growing influence and purchasing power of ethnic groups, marketers should start thinking about effective ways of segmenting diverse audiences and communicating with them. Multicultural marketing helps to fill the gap between multicultural market and mainstream market.  

2.  Why would marketers need to spend budget on multicultural marketing?

People are used to live within their cultural boundaries. Using ethnic language and following multicultural customs and social views in advertising can help advertisers effectively communicate and engage with ethnic target groups. For multicultural audiences, message in their native language is much easier for them to identify and feel related with. In the process of globalisation, multicultural marketing has an increasing importance. Growing ethnic minority groups in different regions affect audience segmentation and ways of communication. To expand and develop business successful, marketers can’t afford to ignore the fast growing multicultural market and huge purchasing power.  

3.  What are the most attractive multicultural markets globally for marketers?

Many countries nowadays are becoming melting pots of various cultures and races. In such regions as North America, Australia and some countries in Europe, this culture blending has motivated marketers to include multicultural aspects in their strategies. Take the largest ethnic minority group in the United States, Hispanics,for example, many American companies expand their business successfully with their vision on multicultural market. It is worth to mention Canada and Australia with their ethnic composition, as they open great multicultural marketing opportunities. Europe is also a diverse region where plenty of ethnic groups gather. Besides UK and its various ethnic minorities, such as Chinese, Indian, etc., must be mentioned at least France and Italy with their large playgrounds for multicultural marketers. These are only a few but very important examples of countries that shouldn't be ignored when it comes to multicultural marketing.  

 4.  What factors are important in multicultural marketing?

In multicultural marketing, it is important for marketers to communicate the right message to the right audience at the right time and the right place. Culture specific aspects are very important for multicultural marketing. Marketers need to understand the culture of their target audience such as common customs, social values, celebrations, etc. Besides, language is significant in communicating the message, which requires marketers to pay attention to expressions and hidden meanings in certain occasions. And, of course, finding the right channel is the key to reach the target audience for multicultural marketing.  

 5.  How does language matter in multicultural marketing?

Language has a significant impact on being able to relate a message with self. Mother tongue gives a very personal touch to communication. For example, message in Arabic would be more attractive than English for a British Arabic person. Moreover, it is very important for an audience to interpret a message correctly. Therefore language helps not only to wrap a message specifically for that ethnic group but also form it to the most understandable and relevant way. In multicultural marketing, translating advertisements to languages relevant to ethnic target audiences is a common practice.  

 6.  How culture factors influence multicultural marketing?

Culture is the core component in multicultural marketing. To help target audiences interpret the ads correctly, not only marketers should consider if they use property language to express themselves, also visual meanings on their ad creative should follow the culture of their target group. For example, a certain symbol or gesture can mean different things to various ethnic audiences. Marketers need to understand their ethnic target audience cultures and make sure the message is communicated in a relevant way.  

7. How to reach out ethnic audiences?

To reach out ethnic minority audiences, marketers need to figure out how to use the most effective ways to market them. For ethnic expat groups such as Chinese, Arabic, Indian and so on, there are certain areas where these groups reside densely, especially in the U.S. and Europe. In these places, people can usually find ethnic stores, restaurants, hair salons, etc., which are very suitable for offline multicultural campaigns. Besides, online advertising is most cost-effective, convenient and fast way to reach out ethnic audiences. With the help of Joinville, advertiser can easily launch a multicultural marketing campaign within 24 hours to reach out the target audiences precisely by ethnic, interest, gender, language, website and other targeting criteria.

8. How the audience segmentation can be achieved through online advertising campaigns?

The amazing thing about online advertising is that advertisers have the opportunity to find and market to the most essential and value-added audiences for them and maximize their ROIs. Audience segmentation is the key to achieve this goal. Let’s say an Air Travel client wants to launch a campaign for their new airline route between London and Beijing. Then it would be more valuable to target Chinese who live in the United Kingdom than general British people since British Chinese are more likely to be the potential passengers for this specific route. If the campaign goal is performance-based, then it would be most effective to target Chinese audiences who are interested in traveling and or recently visited price comparison sites for Air travel deals. More targeting criteria would improve the click, conversion and engagement rate, but also limit the potential reach.  

9. What strategies can be used for multicultural campaigns?

  • When launching multicultural campaigns, there are a few strategies that would help advertisers to find their core target audiences.
  • For instance, let’s say we get a case for an automobile client based in London who wants to reach Chinese and Arabic potential buyers to expand their business, how can we handle this to help client achieve their goal (brand awareness, sales, etc.) efficiently?
  • First, geo targeting is a great way to filter out less valuable audiences for advertisers. In this case, only targeting audiences who live in London could be a wise decision.
  • Second, we can target Chinese and Arabic websites to reach the target audiences, or make the language setting to Chinese and Arabic so users who set Chinese or Arabic in their browsers’ setting would be reached.
  • Moreover, contextual targeting is a great way to make the ads more relevant to the site content. Putting the client’s car ad on the website discussing about “automobile” and “cars” could greatly improve the performance.
  • What’s more, setting a reasonable frequency capping could make sure the ad won’t show more than certain times to the same user over a period of time, which improves the efficiency of using client’s advertising budget.
  • Furthermore, targeting certain devices, broadband/telecom operators can be valuable for some advertisers.
  • Last but not the least, day parting is a way to control the time period of campaign delivering. Take Arabic audiences for example, during Ramadan period, statistics show Arabic spend more time online and do more online shopping than usual, especially during the evening time. Therefore, day parting could help marketers to concentrate their budgets during the “rush hours” when the target audiences are most active and likely to convert.

10. Why multicultural holiday is important for marketers?

Statistics show holiday season are usually the peak of the year for sales, which applies to both for Christmas and multicultural holidays. Launching online advertising campaigns during multicultural holiday could stimulate sales and help brands to establish deeper relationship and engagement with ethnic customers. This effect can’t be achieved with only general mainstream campaigns. Advertising during multicultural holidays could bring brands especially for these are seasonal-affected industries more sales peaks. Please check more details about the most important multicultural holidays in our blog.  

11. How to target US Hispanics efficiently?

Statistics shows US Hispanics is the largest ethnic group in the United States, which have 33.5 millions (16.3% of the US population) people with fast growth rate and more than $2.2 billion purchasing power. To target US Hispanics efficiently, online advertising is the most effective way, since many US Hispanics are young, tech savvy people who like to surf online, e-shopping and social media. With the help of Joinville, advertisers can launch their own multicultural marketing campaigns online to target US Hispanics easily and efficiently.  

12. How to target UK Chinese efficiently?

There are more than 460,000 Chinese people living in the United Kingdom, which makes 0.8% of total UK population with low unemployment rate, above average income level and huge purchasing power. To target UK Chinese efficiently, there are several crucial points. First, when producing ad creatives, it is important to understand the Chinese culture and language aspect in order to convey the message to the target audiences correctly and build up relationship and loyalty attached to the brand. Second, finding the right media channel is the key to success. Traditional print media, local TV, radio and offline campaigns on Chinatowns could help advertisers reach certain amount of target audiences but it costs a lot and takes long time and effort with planning and negotiation. Comparatively, through online channels, advertisers can easily distribute their ads  (display, text, video/rich media) across Chinese sites with UK geo targeting, search engine (Baidu), and popular social media (Weibo, WeChat, etc.) to reach their target audience instantly and precisely.  

13. What are the top 10 industries practicing multicultural marketing?

Based on market trends, previous experience and own data, Joinville has created the list of top 10 industries, where online multicultural marketing is frequently applied.  

No.1 Telecom

Telecom companies are always among the most active participants in the multicultural market. Ethnic minority groups frequently make international phone calls and mostly are price-sensitive; therefore telecom companies, which have attractive offers, should definitely spend their budgets on multicultural marketing to improve their market share.  

No.2 Finance (Forex/Banking/Insurance)

Ethnic minority groups, especially recent immigrants, tent to send money to their families in their home countries. As a result, it is pretty common for Forex companies to go after ethnic audiences to develop their business. In addition, for banks and insurance companies, using minority languages in reaching ethnic groups could be a great way to help potential clients understand their relatively complex product/services better, make the purchase and eventually become loyal customers.  

No.3 Air Travel

Ethnic groups usually travel frequently between their resident and home country, which makes them valuable audiences for Air Travel companies, especially for these have many international routes.  

No.4 Retail

Different cultures have different interests and shopping habits. By exploring ethnic minority cultures and trends, retail businesses can really benefit from launching multicultural marketing campaigns wisely.  

No.5 FMCG (Fast-Moving Consumer Goods)

FMCG products that are related to ethnic audiences or wish to reach these groups also spend their budget on multicultural marketing to increase their brand awareness.  

No.6 Media

When media provides content specifically for minority groups, ethnic TV & satellite service provider, broadcast, paid online video service providers practice multicultural marketing actively.  

No.7 Cosmetics

Preferences on cosmetics differ among ethnic groups. Therefore, it is not sufficient to establish a unique brand image through mainstream campaign. Advertisers should make use of multicultural marketing campaigns to relate with ethnic consumers tightly.  

No.8 Governmental Agencies

For certain ethnic groups, the capability of using the local language in their resident countries is a problem, such as Vietnamese in the U.S. Therefore, government agencies launch multicultural marketing campaigns and use the native language of their target audience for better communication.  

No.9 Education

Along with the development of education industry, many universities realize the importance of foreign students to diversify their study environment and increase the revenues. Multicultural and global advertising is the way to help universities to broaden their influence among multicultural audiences.  

No.10 Automobile

Often recent immigrants have a need to purchase cars. As a result, automobile brands also invest in multicultural market to boost their sales.  

14.  Could you name any cases when companies succeeded in online multicultural marketing?

  • There are more companies practicing multicultural marketing nowadays than we could include in this list. We would like to present campaign case studies that Joinville has worked with: MasterCard, Clinique, KLM and BBC.
  • MasterCard

    MasterCard is one of the largest multinational financial service corporations providing millions of electronic transactions and services throughout the world since 1966. When launching their dining concept Just Dine in the Middle East, Joinville operated their display campaign in 8 different markets in order to increase awareness and drive restaurant clients to corporate partners. Buy multicultural marketing approach, MasterCard was able to achieve 55% higher online campaign performance than the average in the region and continue campaign to extend reach.
  • Clinique

  •  Clinique is a global manufacturer of skincare, cosmetics, toiletries and fragrances. In order to increase their new Even better Eyes product awareness among Arabic-speaking female audience in UK, Joinville lead an online marketing campaign reaching Middle Eastern women through interest sites. It resulted in well-performing project – 57% higher CTR than an average online campaign in UK.
  • KLM

  • KLM (Royal Dutch Airlines) is an international airline company that operates worldwide and connects more than 90 destinations. When launching the Surprise KLM campaign for African audiences in UK, KLM used integrated multicultural marketing approach, which helped them to increase brand awareness and engagement. The campaign resulted in nearly 100% higher CTR level than average online display campaign UK.
  • BBC

  • BBC is a British public service broadcasting corporation that provides impartial public service broadcasting in the United Kingdom and worldwide. In 2012, a campaign was launched to encourage people to vote for the BBC African footballer of the year. They wanted not only increase traffic and engagement on the campaign site, but also increase BBC brand awareness among targeted African audiences. Using multicultural marketing approach, Joinville was able to achieve great distribution and penetration through African sports and football sites, as well as exceed CTR goals by 27%, which is over 170% higher than an average display campaign in UK.
  • Lebara

  • Lebara is one of the fastest growing mobile companies in Europe, providing services for cheap and easy calling abroad with the main focus on migrant communities. By launching campaign in Spain for Arabic-speaking audiences, their main goal was to raise brand awareness among Arabic-speaking communities. Optimized distribution and penetration on the Arabic language sites helped to reach 50% higher CTR, compared to an average display campaign performance in Spain.

15.  Why should companies choose multicultural agency/ trading desk services?

To achieve your goal and maximise the ROIs on your multicultural marketing budget, it is important to choose the right multicultural agency and spend your money wisely. Trading desks are able to offer fastest, most efficient and precise way of reaching ethnic minority groups. With successful experience of running more than 300 multicultural and global marketing campaigns, Joinville have sufficient knowledge and expertise in this niche market to help advertisers find their target audience precisely and deliver the ads at the most efficient and relevant channels. Besides, Joinville buys media programmatically 100% with the help of cutting-edge ad technology, allowing advertisers to reach massive brand-safe inventories through more than 300 direct ethnic publisher sites, multiple ad exchanges and partnered ad networks almost instantly. Moreover, transparent budget spending, data-oriented statistics and analysis in the reporting could enable advertisers have full control and overview of the campaign performance and ad operations. Are you interested in launching your multicultural marketing campaigns? Don't hesitate and contact us today and we are willing to help you with any questions.