Are brands ready for multicultural marketing?

A changing demographic presents challenges to brands to execute multicultural marketing but the rewards are authenticity and growth

How to execute multicultural marketing

Dr Saluja offers the following advice on how to execute multicultural marketing in an authentic way:

1. Research

Multicultural marketing requires relevant research to understand the audience and a campaign design informed by this deeper understanding with the lens or the ‘walk in their shoes’ review process to identify potential blindspots. A one-size-fits-all approach won’t cut it, nor will a ‘tick a box’ approach to inclusion.

It’s important to recognise cultural differences at a very nuanced level because most consumers can see through marketing strategies that are simply paying lip service to the idea of inclusivity and diversity, but not really understanding it at a deeper more meaningful level, Dr Saluja tells CMO

“Brands need to conduct adequate research with a diverse set of consumers to understand what does and doesn’t click with them and use that data to design effective marketing campaigns and programs. Companies also need to use data analytics and data science to analyse any consumer data and develop insights that will help them effectively target consumers based on cultural differences,” she says.

2. Preferences

Brands also need to constantly monitor consumer preferences through consumer research, surveys, social listening, data analytics and so on, so that they can predict how consumer tastes will change and evolve, she says.

3. Tech mindset

And keeping abreast of technological changes is also very important given how relevant technology has become in everyday life.

"Tracking competing brands and companies is also really important to monitor changes in the market,” Dr Saluja adds.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook:  

Join the newsletter!


Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

What about this one I think it's a great platform providing a lot of options, you can collect different data and work w...

Salvador Lopez

Gartner highlights four content marketing platform players as leaders

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in