infographic: multicultural marketing industry survey 2014

EXECUTIVE SUMMARY

Joinville created the multicultural marketing industry’s first survey on trends and demographics on the marketers moving this indus-try forward. 234 respondents were collected from multicultural marketing professionals in North America, Europe and Asia Pacific inside the global multicultural marketing industry.

Media buying trends include social media advertising (Face-book/Twitter) targeting multicultural audiences – the majority of the marketers plan to increase the digital spend 2014 (68%) followed by an increase in ethnic event marketing activities (40%).

MULTICULTURAL MARKETINGINDUSTRY SURVEY

MULTICULTURAL MARKETINGINDUSTRY SURVEY

PART ONE:PART ONE:

20142014

DEMOGRAPHICS

COUNTRYOF RESIDENCE GENDER AGE

EDUCATIONLEVEL

Male

Around 40 years old

Resides in the US

Works with multicultural marketing full time in an agency

Hispanic

Outdoor EventMarketing

Sponsorships

As expected, the leading multicultural marketing audience is the HISPANIC GROUP (due to the considerable opportunity and US purchasing power), followed by South Asian, East Asian, African American and Arabic audiences. These results are valid across NorthAmerica and Europe mostly. We were surprised that Hispanic targeting was not higher than 32% of the respondents and that Asian American was number 2 on the top audiences targeted.

Return-on-Investment

Print TV Radio Digital Direct Other

Mid-to senior levelexecutive

Received at least a graduate degree and has about 10years of experience

LEVEL OFCURRENTPOSITION

MULTICULTURALMARKETINGEXPERIENCE

WHICH ETHNIC AUDIENCESDOES YOUR COMPANY TRY TOREACH USING MULTICULTURALMARKETING TOOLS?

WHAT KIND OF MARKETING WILL YOU INCREASE IN 2014?

WHAT IS THE MOST IMPORTANT FOCUS WHEN YOU WORK ON MULTICULTURAL MARKETING CAMPAIGNS?

BRANDAWARENESS

SALES

OTHER

HOW MUCH OF THE ANNUAL MEDIA BUDGET DOES YOUR COMPANY SPEND ON MULTICULTURALMARKETING?

companiess p e n d

64%

36%

United States

High SchoolProfessional degree or trainingUndergraduate degreeGraduate degreePost-graduate degreeNone of the above

Other Entry level

Canada

United Kingdom

Other

54.14 %

24.06 %

2% 18-25

34-44

55-65

26-34

45-54

41%

17%

26%

13%

7.52 %

14 %

1%8%

19%3% 2%

5% 24%

34% 32%

6%

11%

31%

52%

< 2 years

2-5 years

5-10 years

>10 years

34%

32% 25%

80-100%

18%

35% 16%

68%

40%28%

49%

80706050403020100

12%24%

companiess p e n d60-80%

9.5%

companiess p e n d0-20%

22%

4%

35%

2%

Associate Mid-senior

Director C-level Executive

DEMOGRAPHICSCONCLUSION

PART TWO:PART TWO:INDUSTRY TRENDS

PART THREE:PART THREE:MULTICULTURAL MEDIA

YES

Social

NO

South Asian Asian AfricanAmerican

Arabic

WHAT ARE THE MOSTIMPORTANT METRICSTO EVALUATEPERFORMANCE?

WHICH SOCIAL MEDIACHANNELS DO YOU USEFOR MULTICULTURALMARKETING PURPOSES?

HOW MUCH OF THE ANNUAL MULTICULTURAL MARKETING BUDGET IS SPENT ONLINE?

DO YOU BUY DIGITAL/ONLINE (DISPLAY, SOCIAL, VIDEO, SEARCH, MOBILE, ETC.) MEDIA?

WHAT KIND OF DIGITAL/ONLINE MEDIA DO YOU BUY?

63%

70% 30%

Brand Awareness

58%

57.6%

84% 54% 17%

80%Display

74%VideoMobile

E-mail

Conversions Search62%

CONCLUSION #1CONCLUSION #1

While importance of a focused multicultural marketing targeting ethnic niched audience is traditionally strongly recognized in the industry, it’s becoming more and more viewed as an integral part of a company’s marketing activities inside a Total Marketing framework in the US. This discussion is not yet present in countries like Canada, Australia or UK but will most likely emerge the years to come. Moreover, multicultural marketing isn’t viewed anymore as beneficial to large brands only. Very often specific, narrow niche products and brands are successfully promoted using multicultural marketing tools and techniques.


Despite TV commercials importance in the advertising industry, its significance is subject to a fierce discussion among multicultural practitioners. Digital channels are viewed as the future of multicultural advertising with Digital leading the way with 68% of the multicultural marketers increasing spend in 2014. 2/3 of the respondents are confident in a spend increase in digital advertising in the following year budget, which is mostly display and socialadvertising, such as Facebook, but also Twitter and LinkedIn.


Although most of the respondents believe brands benefit from multicultural marketing, the results show that most brands spend less than 20% of their budget on multicultural marketing. According to the study results, US, Canada and UK share a similar multicultural marketing landscape where 1/3 participants spend less than 40% budget on multicultural marketing and 2/3 spend more than 40% of the budget.


Online media seems to be the most underestimated media option as 27% of the multicultural marketers stated to spend only 0-20% of the budget there, only 17% stated to spend 40-60%. If we drill down and look at differences between the company types, we see that Agencies and Multicultural Publisher spend the least amount of media budget online - 20% of the Publishers spend 0-20% of the budget online whereas 19.1% of the Agencies do so.Multicultural brands have an unclear picture on online spend and 17.6% didn’t even know about their budgeted amount for online spend.