Multicultural marketing is no longer a niche business. The population is experiencing a demographic shift which will result in the U.S. becoming “minority white” by 2045. When it comes to advertising though, the multicultural population is often overlooked and misrepresented. Brands that ignore these segments risk losing a significant amount of market share. This continuously-growing segment boasts a spending power of $3.9t and is expected to make up 29% of the total U.S. buying power by 2023.
As the U.S. population becomes increasingly diverse, brands must work to fully understand the concerns, desires, needs, and values of multicultural audiences to truly resonate with these consumers. There is no “one-size-fits-all” approach.
This audience’s media consumption and device usage present a huge opportunity for brands to reach them. Nielsen reports that, on a year-over-year basis, Black, Hispanic, and Asian American adults increased their overall time spent with media. In fact, each of these groups spend more time per day using apps/the web on their smartphones than the general U.S. population. So how can brands utilize the untapped potential of these avid media consumers?
Digital Remedy’s Pinpoint solution offers clients the ability to target multicultural audiences using cross-segment modeling, multi-device touchpoints, and targeting based on demographic, device, location, and behavioral data. Our extensive list of targeting and inventory partners provides clients the opportunity to engage with this highly valuable audience at scale, connecting with them in the right place at the right time.
