For decades, brands have fought hard to find ways to reach multicultural audiences. Initially, the most popular strategy was to divide the “general market” from the “multicultural market”- in simple words, to advertise separately to white customers than to Asian Americans.
This approach started to fall out of favor several years ago and was replaced by what is now known as the “total market approach.” However, a few brands seem to understand what this strategy needs and have as an alternative used it as a justification for continuing to underspend on ads that appeal to multicultural customers.
It is essential to think about the various ethnic cultures and adjust your message accordingly. Targeting certain communities with specific messaging can increase your profit margins without increasing your market budget.
As a brand, if you are not advertising to multicultural audiences in U.S. and Canada, you are losing a crucial market segment. Ignoring the need to market to diverse customers signifies a loss of opportunities to grow your customer base. Adopting a multicultural marketing strategy helps brands to remain relevant in a competitive marketplace.
Asian Americans are a distinct group who are descendants of immigrants from certain parts of Asia or like immigrants. Six ethnic groups, including Chinese, Indian, Vietnamese, Filipino, Japanese, and Korean, shape the demographic characteristics of Asian Americans.