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| 8/4/2005 | | | Marketing to Emerging Majorities Via Ethnic Media Channels | |
Are you ready for the changing face of America?
Recent emerging studies have confirmed what experts have been observing: ethnic media has solidified its place in the U.S. and is proving to be a powerful “key” to expose companies to a world of consumers that until now lay untapped. In today’s hypercompetitive atmosphere it is no longer enough to focus on mainstream alone. Both large corporations and local businesses have to meet consumers at their “doorstep,” in their language and through an arena of media familiar to their ethnicity if they are to thrive in changing faces of America.
With $145 billion being spent annually, the ethnic media market is forcing mainstream media to take notice of its increasing power on a significant amount of customers. Ethnic media has become an undeniable influence in media which can be moderately attributed to the growing population of first generation immigrants who have not completely assimilated into an Americanized culture, so they instead turn to media that focuses on their homeland and identifies with their cultural upbringing while also providing information about their local area. This can occur by choice but for many it is due to existing language barriers, resulting in their exclusion from mainstream media because of their inability to comprehend it.
In fact, this is an issue that will be at hand both in the present day and in the future. Citizens residing in the U.S. are not all learning one language, and many of their children still learn their native languages. Therefore if children are speaking languages native to their nationality, in-language advertising is not only vital, but essential for future marketing ventures to companies in order to attain their maximum customer base.
To illustrate the pertinence of ethnic media in the U.S. is New California Media’s research. The results are evident of how firm a grip ethnic media has on the pulse of various ethnicities and appealing to them through print, the television, and radio depending upon the ethnic group.
Diversity within the ethnic groups
It is apparent that there is a rise of ethnic media nationwide both in its reach and as intermediary; still there are differences of the diverse ethnic groups that have to be made. A differentiation within the ethnic groups has to be made. Hispanics can be e.g. split into Cubans, Central Americans, South Americans, Mexicans and Puerto Ricans. All these groups have different media usage that needs to be taken into consideration.
The study’s vital point reveals that ethnic media reaches 51 million ethnic Americans, which translates into almost a quarter of all American adults. Of these media consumers, 29 million ethnic American adults not only use ethnic media regularly but prefer ethnic media to its mainstream media counterparts.While companies have always catered to different ethnicities it has maintained a narrow scope and it is imperative to initiate in-depth contact necessary to build strong relationships with clientele. With only 3- 4% of advertising dollars allocated towards ethnic media many companies have not valued the importance of this field of press. However, the time is now to capitalize on the opportunity before it is completely saturated on the same level as mainstream media.
This article is part of MZ Inc.'s Resource Center, located here : http://www.mziglobal.com/free.asp
MZ Inc. is an award-winning marketing communications firm and a full service advertising agency. Their integrated marketing philosophy translates into results-based strategies for every industry. They have become the industry-leading innovator of a concept called "ethnosynergy." Focusing on the realities of both domestic and international marketing in the 21st century, they have developed the tools and strategies for capturing formerly elusive market sectors. This focus includes both an empirical and intuitive understanding of the critically undervalued immigrant communities within the United States.
MZ Inc. communicates effectively in over seven different languages with sensitivity, cultural-appropriateness and media savvy. Headquartered in the heart of New York City’s Union Square, MZ Inc. also has offices in key international cities including Helsinki and Barcelona.
Contact Information
Mira Zivkovich
mira@mziglobal.com
MZI Global
T: 212. 366.5409 x 206
F: 212.229.1878
http://www.mziglobal.com | |
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