Websites Work for Connecting with Multicultural CustomersSeptember 11, 2012
By Bill Duggan, Group EVP, ANA
ANA has just completed research to help understand how marketers are using newer media platforms to reach multicultural customers. This research is important since multicultural customers have been the earliest adopters of digital technology and the growth rate for multicultural audiences has outpaced the general market. The results of the research should be of significant interest to the marketing community and full details will be shared at the ANA Multicultural Marketing & Diversity Conference in late October. But in the meantime, we thought we’d tease you with just a sliver of the rich learning.
Websites are the “king” of newer media platforms to connect with multicultural customers – specifically, company and branded product websites. Of the 18 newer media platforms analyzed in our research, websites rank as the top platform used to reach multicultural customers. Further, websites were cited as the newer media platform for targeting multicultural customers that will get the most spending in 2012. And to top things off, websites were ranked as the most effective newer media platform for reaching multicultural customers. That’s a great story for websites!
And marketers are employing in-language websites to reach their U.S.-based multicultural customers. 63% indicate use of an in-language website to reach their U.S.-based multicultural customers. 59% of marketers have a Spanish-language website and 22% have an Asian-language website to reach their U.S.-based multicultural customers.
Yes, there is buzz and news on mobile, social media, search, and more. And we’ll be sharing that in upcoming weeks. But websites are front and center for marketers to reach multicultural customers.
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