Be Authentic and Focus Where it Matters Most.
Those are the findings from a Yahoo-Mindshare study with participation of Added Value. We have been offering that advise to clients for the past 10 years. It is not about what everyone is doing, it’s about identifying how your product or service is relevant to that segment and then developing a communications plan that understand the media and lifestyle behavior of that group. read the article bellow.
At the risk of stereotyping, new research is emerging to help brands make the most of their multicultural marketing efforts.
Online content preferences for each ethnicity are closely tied to the major drivers of their ethnic identity, according to a new report from Yahoo and Mindshare in participation with Added Value.
Indeed, seven in 10 ethnic minorities say that ethnicity remains a significant part of their identity, the study found.
Among the most important drivers are music for African-Americans; political beliefs for Hispanics; and eating habits for Asians. For some categories, ethnicity does not seem to factor as prominently. Automotive, pharmaceuticals, and travel were three prime examples. Read more http://bit.ly/tGbWGC