As with any marketing efforts, reaching your target audience is the ultimate goal. Marketers must know who their audience is and how they should be marketed to. Different audiences, whether based on race, sex, age or other demographics, have varying preferences. They each consume emerging media differently.
Brands need to understand how their audience consumes media and how to best market to a diverse group of individuals. To be successful, we must understand, respect, and embrace the diversity of American consumers. Minorities make-up a large percent of buying power in the U.S. “In the 2010 Census, just over one-third of the U.S. population reported their race and ethnicity as something other than non-Hispanic white alone (i.e. “minority”). This group increased from 86.9 million to 111.9 million between 2000 and 2010, representing a growth of 29 percent over the decade” (U.S. Census, 2010).
Methods to reach ethnic minorities:
- Feature minorities in staring roles, not just in the background.
- Seek the opinions of people who hail from the culture you are targeting.
- Be sensitive to nuances in language.
- Show the diversity of each group.
- Learn about their heritage.
(Creative Strategy in Advertising 10th Edition, Drewniany, & Jewler, 2011)
Social media is a great emerging media tool to reach a diverse audience.