Opinions Aplenty

Bob Barrett

According to this 2008 The Advertiser article, which cites ANA research, companies are "increasing their emphasis" on multicultural marketing.

Opinions Aplenty

Bob Barrett

Our roundtable of multicultural marketers has plenty to share about media mix and measurement that matters

Multicultural marketing has gone mainstream, according to the 2008 ANA Multicultural Marketing Survey. The new research, conducted in partnership with 'mktg', includes evidence that companies are increasing their emphasis on reaching multicultural audiences and that they plan further increases. Furthermore, these efforts are no longer siloed, specialized, or separate from traditional marketing. Finally, multicultural initiatives are increasingly gaining the support of CMOs and other senior marketing executives.

That's the good news, which is tempered by the fact that multicultural marketers...

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