Multicultural Marketing Dollars Flowing to Mobile, Online Video
Marketers are more likely to use mobile marketing, online video and gaming when targeting multicultural consumers than in the general market, according to a new survey by the Association of National Advertisers. But don’t take that as a huge boon for new media in the segment: Though marketers allocated an average of 6.6% of their 2010 multicultural media budgets to new media, many are still spending almost nothing. Twenty-five percent of respondents said they are dedicating less than 1% of their multicultural budgets to new media this year, and 32% are spending 5% or less.
The most excitement seems to center around mobile marketing; 59% of respondents said they use or plan to use mobile marketing to reach multicultural customers, compared with 32% of respondents who were asked the same question about the general market in an earlier ANA poll.
Read the entire article at AdAge.com.