Emerging technologies: What does this mean to a marketer? Well, for starters, it’s time for marketing professionals to become acquainted with Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR), etc. since customers are increasingly demanding unique experiences. Through emerging technologies brands can customize the shopping experience for each consumer. E.g. installing bots that help South Asian or Asian audiences navigate their buying journey or getting a jump on voice recognition search that identifies dialects, accents, and customs of ethnic consumers.
Ethnic social media platforms like WeChat, Weibo, which already have found their way in North America will become even more firmly entrenched. These social media tools and YouTube will allow multicultural marketers to track buying behavior and serve ads based on individual preferences.
“Know where the trends are heading and have a plan to navigate this wilderness,” Chris Ross, research director at Gartner urged, during his keynote address.
Data-driven decisions: “The world is now awash in data and we can see consumers in a lot clearer ways,” said Max Levchin, PayPal co-founder.
He’s right. Marketing Mavericks are figuring out ways in which they can use data, specifically consumer-related pulled from various sources and coupling it with creativity to deliver great customer experience.
Maple Diversity whose focus has always been driven by insights and ROI will strengthen these commitments even more in 2019. Ethnic market represents over 22% of Canada’s population and for multicultural marketers, this means delivering campaigns that combine precision, persuasion, and promotional elements.
For instance, Royale Tiger, a brand whose products include bathroom tissues, cleaning towels and tissues, plan campaigns during key festivals such as Diwali and Chinese New Year when the ethnic consumer undertakes a deep cleaning of their homes.
Experiential marketing: The rise in popularity in experiential marketing will continue to soar in 2019 and the year will be about promotional events that include consumers connecting with brands all-year long.
Maple Diversity’s campaign that employed tactical event activation to build awareness of MEC (Mountain Equipment Co-op) brand among the Asian diaspora is a classic example of experiential marketing done right. A pop-up site in the summer featuring a rock-climbing wall, tents featuring MEC’s products gave the Asian consumer a taste of the outdoors while nudging them towards the brand. Having established ourselves as leaders in experiential marketing, in 2019 we hope to soar to greater heights
Ethnic Influencer marketing: Using individuals having influence and a large social-media follower count to endorse products was all the rage in 2018, but this year, this trend will come on its own. For ethnic audiences, culturally connected influencer marketing can be an effective vehicle for endorsement. Ultimately, it will all depend on picking the right influencers on the right channels.
The popularity of 2018’s breakout hit movie Crazy Rich Asians has made it to bridge the gap between mainstream and ethnic marketing. Constance Wu (175K followers on Twitter), who plays Rachel Chu and rapper Awkwafina (are two of many influencers who have shot to fame.
According to a 2018 survey by Marketingcharts.com, 22% of 18-34-year-olds made a large purchase after seeing an online influencer endorsing the item. YouTube star like Lily Singh (8 million followers) and Linda Dong (650,000 followers) are just a few of many.
Creativity, not compliance: Constantly changing technology, trends, and transitory nature of consumers can give marketers sleepless nights and acid-refluxes. But a brilliantly executed idea designed to stand out in a crowded marketplace will always win hands down. Whether it’s a guerilla marketing tactic or plain old jingle, if you can think of a novel way to present it, chances are it will work.
Author: Maple Diversity