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Admixture – “Multicultural New Media”

http://www.admixturenetwork.com

Admixture is an online ad network for advertisers targeting ethnic and lifestyle demographics, including Hispanic, Asian, African-American, and Gay & Lesbian channels.

Source: Screenvision.com

Demographics: How the"Digital Savvy" Serves as Predictor of Digital Trends

Thu, 05/29/2008 - 01:00 — anne

Just 6% of consumers nationally are considered “Digital Savvy,” but Scarborough Research says this influential group predicts digital behaviors that will become the norm.

The Digital Savvy skew male, more than half (53%) are 34 years of age or younger and they are affluent – 57% have household incomes of $75K or more.  They tend to be entrepreneurial, business decision makers, and are active consumers of online weather and news, and frequently listen to and download online TV, video and radio content. Their “on-the-go” lifestyle means they utilize and rely on their cell phones for communication and info much more than the average person and they’re big users of IM.

B-to-B marketers, particularly of computer hardware, software and information technology need to be aware that the Digital Savvy are disproportionately represented among corporate decision-makers.

The Digital Savvy are also above average consumers of luxury automobiles and heavy online spenders. Messaging to this group should reflect diversity since Asians, and US born Hispanics are more likely to be part of this group than the general population. Mobile marketing may be a good way to reach the Digital Savvy since they are avid mobile users.

Source: Understanding the Digital Savvy Consumer, Scarborough Research, May, 2008

The Diversity Divide: Don’t Separate Your Brand From Potential Consumers

Wed, 05/14/2008 - 04:00 — anne

“Only 25% of all African-American and Hispanic consumers find marketing and advertising personally and culturally relevant,” says Yankelovich. What that means is that many brands are not connecting with a significant and growing portion of U.S. consumers.

Running multi-cultural campaigns and speaking to multi-cultural sensibilities, while excluding multi-cultural customers in general market campaigns is superficial and short-sighted. And many corporate websites do not reflect the diversity of their customer base.

What should marketers do? Display cultural relevance that is more than superficial, says Yankelovich. For example, don’t run a special ad for, say, Black History Month, and then ignore African-American customers in your general market advertising.

Make your brand is personally relevant, based on a genuine understanding of what’s important to multicultural consumers.

Source: Yankelovich MONITOR

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