What is multicultural marketing: Get to know the world behind advertising

The term "digital marketing" began to be used in the 1990s. At that time, the first banner ads appeared, and the CRM industry had just begun to emerge.

It would be superfluous to say that since then the field of marketing has undergone significant changes. Many types of it have appeared: some of them turned out to be more effective than others. From this article you will learn about what types of marketing exist today.

What is multicultural marketing?

Multicultural marketing is the marketing of a product, brand, or service in different languages and to multiple cultures. To do this efficiently, the marketing campaign for the product and the company’s commercial identity must be adapted in a way that suits the target audience and is in line with its culture. Conveying the marketing message literally will make the target customer feel that this product is alien to him and to him. His culture, so the marketing message must be adapted so that the reader feels that this message was formulated for him, so he understands it and interacts with it, and that the text was written specifically for him in his mother tongue and not copied from another language. The goal is not to literally copy the same marketing message into different languages, but rather the goal is to adapt Content to suit the reader Formulating the marketing message in a way that suits the people and culture.

Multicultural marketing, also known as inclusive marketing, is the practice of tailoring your marketing specifically to local communities, cultural traditions and unique individuals.

Why does multicultural marketing matter?

Audiences are aware of the personalization capabilities of modern marketing technologies and expect brands to use them:

• 72% of consumers only interact with marketing messages that match their specific interests
• 91% of consumers are more likely to shop with those brands that provide most relevant offers and recommendations
• Among millennial consumers in particular, brand loyalty increases by 28% with the effective use of personalized marketing

The expectation for personalized marketing goes beyond variable fields in email—viewers expect genuine insight into their needs and identity.

It's even more important to keep in mind that ideas of personal identity and social awareness are becoming more and more important to the generations with the greatest purchasing power currently: Millennials and Gen Z. This audience is extremely active in social issues, and 81% of Millennials are expected to business public participation in charitable causes and social responsibility.

John Colclough, director of partnerships and brand strategy at Mass Appeal, argues that multicultural marketing goes beyond strategic tactics and is in fact a responsibility for marketers to consider inclusivity and multicultural perspectives in their brand narratives. In a piece for Google He states: “How can we expect the industry to embrace a diverse and inclusive workforce if we continue to view the people and communities we interact with as monolithic entities? How “common” and how “other”? As storytellers of the human experience, we owe it to our clients and the public."