What is Multicultural Marketing?

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Multicultural marketing implements marketing campaigns specific to an ethnic or cultural group with the aim of marketing products or services while avoiding unconscious bias and possible discrimination.

This gives brands greater reach and raises awareness across communities to create inclusive marketing campaigns.

How does it do it? Multicultural marketing studies the customs, traditions and celebrations of a specific segment of the population. From there, it uses strategies that focus on highlighting these traits to create content that has a greater reach and, consequently, more consumers.

This does not mean modifying the brand's rituals or the emotions it seeks to rwanda business email list arouse in consumers, but rather evaluating how to relate these cultural traits to the product or service offered.

Let's not forget that, from a business perspective, connecting with each client is key and the best way to do this is by creating valuable content that identifies with each one of them.

For example, if a brand sells a product that a sector of the community cannot use for cultural and/or religious reasons, the company can carry out campaigns on alternative products that are attractive to this specific group.