How does it do it? Multicultural marketing studies the customs, traditions, and celebrations of a specific population segment. From there, it uses strategies that focus on highlighting these traits to create content that has greater reach and, consequently, more consumers.
This doesn't mean modifying the brand's rituals or the bc data philippines emotions it seeks to evoke in consumers, but rather evaluating how to relate these cultural traits to the product or service being offered.
Let's not forget that, from a business perspective, connecting with each customer is key , and the best way to do so is by creating valuable content that resonates with each of them.
For example, if a brand sells a product that a segment of the community cannot use for cultural and/or religious reasons, the company can run campaigns for alternative products that appeal to this specific group.
Difference with Inclusion
When we talk about multicultural marketing, is it the same as talking about inclusion? No: inclusion refers to the inclusion of everyone as equals in a broad sense. That is, content should include and represent everyone, and avoid stereotypes.
Inclusive marketing embraces the diversity of users through images or phrases. Thus, through universal design, it ensures that everyone feels satisfied and represented by the brand.
According to Shutterstock 's research on culture and people represented in images, 88% of Gen Xers and 90% of Millennials believe that diverse representation in a marketing campaign can improve brand reputation.