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...