(Trade Press Release #3)
Whenever a company or business puts out an advertisement, they always have a target audience in mind. However, with today’s constantly changing and growing multicultural consumers, these companies must make a conscious effort when creating these ads that they are being inclusive and culturally aware of the environment they are currently in.
Research which can be found at this link, shows that most advertisements are seen on social media and television. With this in mind, companies can then create a more engaging ad that will attract a higher rate of consumer involvement. The media they create can vary anywhere from ‘unpacking’ videos to celebrity endorsements to sponsored posts.
The digital and social media that is so present in today’s society must be utilized to communicate with consumers of various ethnicities including white, Hispanic, black and Asian. It is vital that the companies are doing research on these communities so that they are seen and represented in the ads being presented before them whether it be during the commercial break of their family’s favorite tv show or in the banner of a religious video on YouTube.
According to Adriana Waterston, “engagement is driven by personalization, creating resonance and relevance with the target; convincing consumers your company is aligned with their personal values. Brand due diligence is key to understanding customer values, social, political, cultural, and religious, including whether your brand’s values match the market.” Taking all this into consideration, it is important now more than ever that the backgrounds of the members of today’s multicultural audiences are deliberated so that both the company and its target consumers are all being catered to and benefitting from these more considerate ads.
Gator Strat Comms 