This practice leverages the unique cultural attributes of ethnic groups—including language, traditions, celebrations, and religious practices—to effectively communicate with and persuade these audiences.
In multicultural societies like the United States, marketers utilize cultural and ethnic diversity to develop targeted consumer segments.
Multicultural marketing strategies acknowledge and cater to the diverse perceptions, motivations, and beliefs among consumers from different cultural backgrounds.
Individual-level studies further refine this understanding by collecting and analyzing data at the individual level, which is then aggregated to measure national cultural tendencies and their impact on consumer behavior (Demangeot et al., 2015).
Effective multicultural marketing involves recognizing and embracing the traditions, beliefs, values, norms, language, and religious practices of target ethnic groups.
This customization allows marketers to tailor their strategies to meet the specific needs and preferences of diverse cultural segments.
[2] Multiculturalism was regarded as a problem, in Australia attempts were made to reduce cultural heterogeneity by restricting immigration to white Europeans (Wilkinson & Cheng, 1999).
Other issues included adapting to the customs and traditions of new countries, tensions between ethnic communities of historical origins (Wilkinson & Cheng, 1999).
Recently the focus has shifted onto the benefits of multiculturalism, and how it can potentially increase domestic and international brand recognition (De Mooij, 2015).
To create a good multicultural marketing strategy, it is also important to work with individuals and agencies that understand the targeted consumer's lifestyles.
Multicultural thinking must be incorporated into core overall brand strategy to respect cultures and build mutual trust (Burrell, 2015).
In 2019, Entrepreneur writer Christine Michel Carter named Burrell Communications Group as one of the largest global multicultural marketing firms.
In multicultural environments, the overall makeup of society is diverse, influencing the need for a multi-cultural approach to marketing strategies (Rugimbana & Nwankwo, 2003).
[2] The saying “one size fits all” no longer applies and strategies must be established to successfully communicate with all cultures through marketing techniques.
‘Culture’ has a large influence on marketing strategies as it affects communication channels, consumer behaviour and advertising standards and norms.
Finally, collaboration can be considered as the third value of cross-cultural marketing, which can bring people together and promote the brand and company.
In addition, understanding all meanings of “multicultural” is considered as the fourth tip as marketers must reach all the potential customers.
Reaching a multicultural audience requires a deep understanding of the diverse communities and their specific preferences, values, and cultural nuances.
Multicultural audiences encompass a wide range of ethnicities, languages, and traditions, each with their own unique needs and expectations.
[8] Pioneers in the field of multicultural marketing include Madam C. J. Walker, African-American businesswoman, hair care entrepreneur,[9] Procter and Gamble,[10] McDonald's,[11] Pepsi cola and Benetton,[12] and the entrepreneur Francesco Costa[13] with My Own Media[14] and ISI Holding in the foreigner services sector,[15] Joseph Assaf with Ethnic Business Awards, Alan M. Powell CEO of AP & Associates, and Saad Saraf with Mediareach Advertising (UK).