Get Culturally & Internationally Connected via Digital Marketing


While economic and demographic differences between markets have obvious ramifications for business, it is culture that most affects the development and marketing of brands. Culture – the history, beliefs, customs, habits, values, and social behavior of a group of people – determines the way people will think, behave, and react to the world around them. Therefore culture has a massive effect on the acceptability and appeal of brands and their marketing communication – Nigel Hollis and Jorge Alagón, Millward Brown

We could not have agreed more with them. Cultural marketing and ethnic advertising has evolved a lot & they hold the key to an agency’s success in the long run. As the internet penetration continues to grow, companies must now look to tap the international markets. The agencies must make a note of the fact that culture will continue to have an uncanny effect on marketing and advertising trends for coming years. Various marketing and advertising agencies are now taking a fresh approach to tap the ethnic markets. Full service digital marketing agencies are now looking for new avenues to focus on the Hispanic/Polish/Russian population. Sitting here in India, various agencies are delivering the goods to companies outside the country. Out of the various cultural segments, the Hispanic (Spanish) segment has been deemed as one of the most profitable ones. This ethnic segment can be defined as a very affluent and opportunistic segment. It is not just about conversion of an English marketing strategy plan into Spanish and optimizing it. Big Ad agencies are now building an in-house wing of experts that can speak the language and know to create a marketing message to connect with these segments. It is all about creating a cultural connectivity. Each and every culture is different, rich and vast. With majority of the crème-de-la-crème clients already in the kitty, agencies are now spending to have the proper understanding of diverse culture while creating a marketing plan for Hispanic communities. These agencies can educate the clients about the dynamics and the potential of these markets. Creating a cultural connectivity can help in taking the business to a whole new level. On the marketing front, they make sure that the brand or product is seen by the Hispanic population along with conveying the advertising message.

These agencies also provide translation services. No habla Espanol? It won’t pose as a problem. The in-house teams in agencies providing Ethnic Marketing speak Spanish and multiple languages. The Public Relations solutions provided by them make sure that “you” as a brand is noticed by the media & the consumer. They also provide creative advertising and production services. One service that makes the core of an agency providing Ethnic solutions is Grassroots Marketing. Grassroots Marketing is nothing but the process of personal communication and client servicing to effectively expose the ethnic target audience to the brands. They also have media planning and buying services, so you don’t need to ponder about investing your precious advertising money. The media planning teams in such agencies can easily help you to develop a proper media plan to segregate your online, outdoor and print marketing placements. If you are looking to create a cultural connectivity with the Hispanic or other Ethnic markets, these agencies have the creativity and the panache to work it out for you.



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“Thinking Aloud” reflects the emerging trends and varied outlook of the rapidly evolving internet and communication sector. An IAMAI publication, this is a part of the market education initiative of the association.

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