The marketers' own website was noted most often (92%) as the newer media platform that enjoyed the highest usage in targeting multicultural consumers. In addition:
"Reaching audiences with targeted messages via different touch points is more important today than ever," said Bob Liodice, ANA president and CEO. "Particularly in targeting multicultural consumers, newer media platforms provide an effective way for meaningful engagement to occur."
In the survey, marketers assessed the effectiveness of newer media platforms in multicultural marketing as follows:
The survey findings further indicate that budgets for newer media targeting multicultural consumers are allocated from multiple sources including both the multicultural and general markets' media and marketing communications budgets, as well as incremental budgets.
While multicultural marketers are increasingly using newer media platforms, they are not ignoring more traditional media. On average only 6.6% of multicultural media budgets are being allocated to these vehicles. Within general marketing programs, 15.6% of budgets are spent on newer media platforms, according to a 2009 ANA survey.
The Multicultural / Newer Media Survey was conducted online by the ANA from July through September 2010 among client-side marketers who were either personally involved or knowledgeable about the multicultural marketing efforts at their companies.
Founded in 1910, the ANA (Association of National Advertisers) leads the marketing community by providing its members with insights, collaboration, and advocacy. ANA's membership includes 400 companies with 9000 brands that collectively spend over $250 billion in marketing communications and advertising. The ANA strives to communicate marketing best practices, lead industry initiatives, influence industry practices, manage industry affairs, and advance, promote, and protect all advertisers and marketers. For more information:
Go to: http://www.ana.net
