The use of Digital Media for Multicultural Marketing.

In this new frontier of marketing communications, advertisers are faced with a sometimes bewildering choice of digital media options. These new technologies allow for a dynamic two-way forum, allowing consumers to interact with and personalize their media choices. In this survey, the ANA sought to discover how multicultural marketers are harnessing the power of digital media relative to marketers targeting the general population. Are multicultural marketers embracing the same digital opportunities as general marketers? Do they have the same concerns regarding effectiveness and budget allocation?

The Association of National Advertisers (ANA) conducted an online survey in the summer of 2007, to explore marketers’ use of 15 digital media platforms -from established tactics such as online advertising and search, to newer vehicles such as social networking and blogs. A total of 326 respondents are represented in that survey, with their marketing efforts targeted to the general market, and directed at consumers, business to business,or a combination of both.

Furthermore, in October, an online survey was fielded to marketers targeting multicultural customers. This survey generated 53 responses, also representing marketers involved with consumer and/or business to business efforts. Due to the samplesize of multicultural marketing respondents, figures should be used directionally.

The majority of companies surveyed have annual revenues over $1 billion. A larger proportion of multicultural marketer respondents indicated revenues over $25 billion, indicating larger companies have the resources for multicultural advertising efforts. Annual Revenue of Company

To view results of study CLICK on link below:
https://hispanicad.combanners2/ANA/ANADigitalMulticultural.pdf