Targeting Asian American Consumers
Asian Americans are the most diverse ethnic group within the United States today. They reflect over fifteen distinct ethnic groups and national origins. These include: Bangladeshi, Cambodian, Chinese, Filipino, Indian, Indonesian, Japanese, Korean, Laotian, Malaysian, Pakistani, Sri Lankan, Taiwanese, Thai, and Vietnamese. Marketers must have a clear understanding of Asian Americans in order to successfully advertise products and services to this varied market.
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Reaching Hispanic Consumers
Not long ago, the Hispanic market was largely ignored by marketers and media. The 2000 census data brought attention to their significant buying power and expected growth. Now marketers are looking to tap into this lucrative market. In this blog, I’ll discuss the size of the Latino market, their shopping behavior and how to successfully understand their needs and wants.
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Marketing to the African American Consumer
Advertising that appeals to ethnic identities and specific cultures has become an important aspect in advertising. If this is not executed correctly, it can turn multicultural consumers against a company. Research shows that minorities are more brand loyal than the general market, so understanding how to appeal to these segments is key. To successfully appeal to these markets that encompass America, understanding the attitudes, values and characteristics of the multicultural consumer is important to make that connection and change their purchasing behavior. This will be one of a three part series where I’ll discuss marketing tactics to advertise to African American, Latino American and Asian American consumers.
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Marketing: Identifying Market Segments and Targets
Identifying market segments and targets is often seen as the backbone of an advertising campaign. In this blog, I’ll discuss the appropriate steps to take along with substantial information for marketers to successfully identify market segments and targets.
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