Achieving Success In Multicultural Marketing

Discusses the nature, growth and potential of the Asian-American market in the US, as well as a series of pointers for success with this specific sector, including: respecting diversity; researching the audience; careful media selection; and positioning brands in accordance with the audience's values.

Achieving Success In Multicultural Marketing

Clare FangVerizon Communications

The global marketplace is changing, both in the collaboration of corporations to build new partnerships and demographic customer profiles. Clearly evident in the American marketplace, demographic shifts in minority populations are progressively leading to the “multi-culturalization” of the American market. Lucrative markets, such as Asian and Hispanic, are quickly expanding. In order to maintain growth, it is increasingly necessary for companies, desiring to step out of the comfort zone of mass marketing, to embrace and to capitalize on these emerging markets.

The Asian-American market, in particular, represents a highly attractive demographic...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands