Make Diversity and Digital Winning Parts of Your Overall Strategy
By Gary Bonilla
If your brand has equity among a diversity group, you are primed for bigger success with the total market by enlisting them as your advocates in the digital space.
First, a few facts begin to point you in that direction:
Diversity groups fuel mobile growth.
Mobile web usage is higher among these groups.
Their discourse is emotional and colorful (vs. technical and cold). This is good. Social media, gaming and other digital platforms are passionate in nature.
The proposal brings together three ideas: (1) Diversity consumers are (2) effective advocates of your brand (3) in the digital space for the total market. This “converged” idea is much bigger than the sum of its parts. Let’s examine them. Read More »