Anita's Multicultural Marketing Blog: Marketers Make Mistake by Failing to Expressly Target Nearly $1 Trillion Market

Tuesday, February 3, 2009

Marketers Make Mistake by Failing to Expressly Target Nearly $1 Trillion Market

In this AdAge article on Feb 2, 2009, Marissa Miley spoke to industry experts why marketers spent millions chasing after segments like mommy bloggers and ignore the nearly $1 Trillion African-American market. Do they really think there's something call one-size-fits-all when talking about this segment?

No comments:

Post a Comment

Understanding The U.S. Multicultural and Women Market And It's Business Potential

Four major changes have occurred in the U.S. market over the last 10 years:

- First, demographic shifts resulting in increased ethnic and women buying power which have motivated more marketers to target these emerging consumers.

- Second, the growth of technology allowed the young and diverse consumers to have access and share any information that speaks to their "core" lifestyle needs (closing the gap).

- Third, in the U.S. there has been a shift in political participation and influence from diverse groups.

- Lastly, globalization calls for U.S. professionals to have a better handle on how international emerging markets influence the domestic markets and vice versa.

The current market landscape requires marketers and advertisers to address the U.S. consumer market with products and messaging tailored to each market segment.

Let's explore these opportunities and share best practices through this blog.