Every year in our business, multi-cultural marketing as a discipline continues to take shape and mature. Listening in on industry discussions and panels, I've remarked here before about the preponderance of myths within this realm of marketing. It's those myths that have led to a somewhat disjointed view of what "multi-cultural marketing" even is. Seeming almost formless, as a defined practice, multi-cultural has felt elusive as marketers strive to excel in this area. And that lack of singular definition creates dissonance, certainly when watching the market on who's doing what well and trying to get a beat on quality work.
Yes, myths about any given marketing segment's psychologies, lifestyle, and demographic trends will sway the authenticity and cohesiveness of our work to attract and engage that audience. If we don't have a clear lens on our audience, we falter. Multi-culturally oriented or not, if we are off base on our consumer, any consumer, then we will be off base on our judgment calls from the strategic on down to the tactical.
If our view is skewed by myth, in what kind of shape are our consumer insights and how can we use them appropriately to guide us? Without a clear consumer- or audience-tuned strategy, how can our media or creative possibly resonate? How sharp can our optimization approach be as we practically, blindly adjust image, message, or any other modifiable aspect based on an unsound audience view?
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