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We are living in a shrinking world. Every day people observe a myriad of different cultures, ethnicities and religions. Contrary to a previous blog post doubting the use of all-ethnicity marketing, I believe that this strategy can and should work. Living in a multicultural country like Canada, marketing towards all ethnicities should not be a problem.
“Sometimes when we conduct research focused on one ethnic group, our client realizes that the insights emerging from the research are actually relevant across their entire market” (Niel Golden). Changing your marketing tactic for the sake of a different target group is risky business. Consumers from different cultures are still motivated to buy for the same reasons. Ethnic insights can “drive a whole strategy—and not just enable the targeting of a narrow segment”. Large companies such as McDonalds have paved the way for all ethnicity marketing, and proven that this strategy works. At the end of the day, consumers from around the globe all have similar wants and needs. Ethnic insights is a strategy that can and will work in this ever changing world.
Works Cited:
Cheng, Kathy, and Robin Brown. “Ethnic Insights at the Heart of a Total Market Strategy.” Marketing Magazine Ethnic Insights at the Heart of a Total Market Strategy Comments. N.p., n.d. Web. 05 Oct. 2014.