Marketers Targeting Multicultural Consumers Prefer New Media

When aiming to reach multicultural consumers, U.S. marketers prefer to use mobile marketing, online video, and gaming, according to a recent survey by the Association of National Advertisers. With mobile marketing, for example, 59% of respondents say they use or plan to use the platform, compared with only 32% in a general-market survey conducted earlier by ANA. Meanwhile, 55% of marketers targeting the multicultural market said they use or intend to use online video, against 50% of general-market respondents. Survey results also revealed that marketers have invested in search engines, Web sites, and video-on-demand. The majority (63%) of respondents said they have a Spanish-language Web site, while 18% have an Asian-language Web site.