Marketing to Diversity Groups

I have been reading that more companies are trying to pursue marketing to diversity and minority groups. This is helpful only if you segment your markets and find that diversity and minority groups either are part of your customer base or could potentially be and you want to reach out to them.

Several strategies are available in this area and many are exactly the same as mainstream marketing, just with a different user base and different media properties. It is always good to use specific creative that shows the diversity group in your ads. An ad for a latino audience is not going to resonate if it is all enlgish with caucasians pictured in the ad.

Latino dempgraphic: Telemundo, Univision, Latina Magazine, Lat Pro and Hoy are all media properties that specialize in reaching this market.


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