For years, businesses have struggled with multicultural marketing. They’ve either relied on a catchall approach of adding multicultural representations to an otherwise monocultural strategy or simply translated an existing campaign into other languages with the appropriate cultural context.
But both of these approaches fail in one crucial aspect: They have no real target audience.
In September, AHAA: The Voice of Hispanic Marketing (in collaboration with the Association of National Advertisers and the Asian American Advertising Federation) clarified the “Total Market” approach with a consensus definition that incorporates all individual target markets under a comprehensive strategy.
Today, if your business isn’t adopting a Total Market strategy, you run the risk of being ignored by the majority of multicultural consumers.
Read more at Inc.