ACQUISITION AND RETENTION: FORD

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					Multicultural marketing is all about
understanding the target, experts say

: Black, Hispanic and Asian-American consumers
have a lot of buying power, and those numbers
are only growing. Many marketers are incorpo-
rating multichannel marketing campaigns that
target specific audiences to help attract consum-
ers based on their cultural framework into their
overall marketing plan.
   “By understanding cultural subtleties and
insights, marketers can develop data-driven,
culture-based strategies and tactics for precisely
targeted campaigns with messaging that appeals
to these prospects and customers on both an emo-
tional and rational level,” says Ricardo Quayat,
executive creative director at Rauxa Direct’s Roja
division.
   Emerging channels such as social media and
mobile are growing, and they offer a great way to
connect with these different cutural groups.




   “Mobile has tremendous potential in multicul-
tural marketing,” says Karen Habib, director of
Hispanic marketing and development at Eclipse
Marketing Services. “Marketers are still strug-
gling with how to monetize mobile marketing,
but it is going to be integral in reaching different
ethnic audiences in th
				
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