The multicultural digital report 2018

Introduces new insights on how to maximize marketing effectiveness with multicultural consumers through digital media by quantifying digital spend by ethnicity and race.
  • The reported digital media spend by ethnicity and race was surprising in that Latino and Asian consumers are under invested in digital.
  • Brands should think digital first and develop integrated marketing communication plans across their growth segments.
  • Segmentation schemes that help uncover shopper, brand, and category insights to drive sales is still the winning formula in marketing in the US.
  • Brands must identify and measure the power of each insight as it relates to their business and target each customer segment based on their economic (topline) contribution....

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