Big challenges, even bigger payoffs
The biggest hurdle to effective multicultural marketing is when companies fail to really understand the target communities. The cultural sensibilities, drivers and motivators of an ethnic community can be subtle and hard to pin down, which means tapping into experts who understand the space and relationships can help companies access the target communities, according to Raheja.
But the pay-off can be big.
“Multicultural marketing can be very cost effective (…) as long as you know and understand the different audiences, and so can yield bigger returns. Our experience and research also indicated that there is far better brand loyalty as a result of tailored and targeted campaigns,” she says.
