Funds are coming from traditional marketing and incremental budgets
As both digital media and multicultural outreach become more popular marketing techniques, US marketers are beginning to combine the two efforts.
In its “2012 Multicultural Marketing and Newer Media Survey Results,” the Association of National Advertisers (ANA) found that this year, more than half of US marketers (60%) will spend more on new media efforts, such as social media or mobile outreach, specifically to reach multicultural segments. An additional 24% will spend the same as they did in 2011.
When it comes to which customer segments these marketers are targeting, the greatest number, 88%, said they were reaching out to Hispanics. That was followed by targeting black consumers (54%), Asian consumers (37%) and LGBT consumers (11%).
Read more at eMarketer.