Marketers Increase Digital Media Spend for Multicultural Outreach

both digital media and multicultural outreach become more popular
marketing techniques, US marketers are beginning to combine the two

In its “2012 Multicultural Marketing and Newer Media
Survey Results,” the Association of National Advertisers (ANA) found
that this year, more than half of US marketers (60%) will spend more on
new media efforts, such as social media or mobile outreach, specifically
to reach multicultural segments. An additional 24% will spend the same
as they did in 2011.

When it comes to which customer segments
these marketers are targeting, the greatest number, 88%, said they were
reaching out to Hispanics. That was followed by targeting black
consumers (54%), Asian consumers (37%) and LGBT consumers (11%).

focus on Hispanic consumers makes sense given that they are the most
populous and fastest-growing minority group, increasing by 3.1% since
2010, according to the US Census. But even though Hispanics are growing
in number, and the LGBT community in particular is growing in influence,
digital budgets for multicultural outreach remain mostly on the low

More than half of these US marketers (54%) had less than 5%
of their multicultural media budget allocated to digital media platforms
for 2012. However, the percentage of marketers spending more than 20%
of their multicultural media budget on digital increased from 4% in 2010
to 13% in 2012.

As with all budget shifts, many marketers must
pull funds from other areas of marketing, and 56% of respondents told
the ANA that the funds for this digital multicultural outreach were
shifted from the traditional media and marketing communications budget.
Additionally, 28% said they were able to increase multicultural digital
budgets thanks to their incremental budget.

As these two
elements—multicultural and digital—are integrated more into overall
marketing strategies, marketers will need to focus more time and
resources on the technology-savvy Asian, Hispanic and black customer


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