1) A survey of 234 multicultural marketing professionals found that most target Hispanic audiences and plan to increase spending on digital/social media advertising in 2014. 2) Respondents saw increasing importance of integrating multicultural marketing into total marketing strategies, though budgets for it remain relatively low, usually less than 20% of total budgets. 3) While TV remains important, digital channels are viewed as the future of multicultural advertising, with two-thirds of respondents expecting to increase spend on platforms like Facebook and Twitter in 2014.

1. EXECUTIVE SUMMARY
Joinville created the multicultural marketing industry’s first survey
on trends and demographics on the marketers moving this indus-
try forward. 234 respondents were collected from multicultural
marketing professionals in North America, Europe and Asia
Pacific inside the global multicultural marketing industry.
Media buying trends include social media advertising (Face-
book/Twitter) targeting multicultural audiences – the majority of
the marketers plan to increase the digital spend 2014 (68%)
followed by an increase in ethnic event marketing activities (40%).
MULTICULTURAL MARKETING
INDUSTRY SURVEY
MULTICULTURAL MARKETING
INDUSTRY SURVEY
PART ONE:PART ONE:
20142014
DEMOGRAPHICS
COUNTRY
OF RESIDENCE GENDER AGE
EDUCATION
LEVEL
Male
Around 40 years old
Resides in the US
Works with multicultural
marketing full time
in an agency
Hispanic
Outdoor Event
Marketing
Sponsorships
As expected, the leading multicultural marketing audience is the HISPANIC GROUP
(due to the considerable opportunity and US purchasing power), followed by South Asian,
East Asian, African American and Arabic audiences. These results are valid across North
America and Europe mostly. We were surprised that Hispanic targeting was not higher
than 32% of the respondents and that Asian American was number 2 on the top audiences
targeted.
Return-on-Investment
Print TV Radio Digital Direct Other
Mid-to senior level
executive
Received at least a graduate
degree and has about 10
years of experience
LEVEL OF
CURRENT
POSITION
MULTICULTURAL
MARKETING
EXPERIENCE
WHICH ETHNIC AUDIENCES
DOES YOUR COMPANY TRY TO
REACH USING MULTICULTURAL
MARKETING TOOLS?
WHAT KIND OF MARKETING WILL YOU INCREASE IN 2014?
WHAT IS THE MOST
IMPORTANT FOCUS
WHEN YOU WORK ON
MULTICULTURAL
MARKETING
CAMPAIGNS?
BRAND
AWARENESS
SALES
OTHER
HOW MUCH OF THE
ANNUAL MEDIA BUDGET
DOES YOUR COMPANY
SPEND ON MULTICULTURAL
MARKETING?
companies
spend
64%
36%
United States
High School
Professional degree or training
Undergraduate degree
Graduate degree
Post-graduate degree
None of the above
Other Entry level
Canada
United Kingdom
Other
54.14%
24.06 %
2% 18-25
34-44
55-65
26-34
45-54
41%
17%
26%
13%
7.52 %
14 %
1%
8%
19%
3% 2%
5% 24%
34% 32%
6%
11%
31%
52%
< 2 years
2-5 years
5-10 years
>10 years
34%
32% 25%
80-100%
18%
35% 16%
68%
40%
28%
49%
80
70
60
50
40
30
20
10
0
12%
24%
companies
spend
60-80%
9.5%
companies
spend
0-20%
22%
4%
35%
2%
Associate Mid-senior
Director C-level Executive
DEMOGRAPHICS
CONCLUSION
PART TWO:PART TWO:
INDUSTRY TRENDS
PART THREE:PART THREE:
MULTICULTURAL MEDIA
YES
Social
NO
South Asian Asian African
American
Arabic
WHAT ARE THE MOST
IMPORTANT METRICS
TO EVALUATE
PERFORMANCE?
WHICH SOCIAL MEDIA
CHANNELS DO YOU USE
FOR MULTICULTURAL
MARKETING PURPOSES?
HOW MUCH OF THE ANNUAL MULTICULTURAL MARKETING BUDGET IS SPENT ONLINE?
DO YOU BUY DIGITAL/ONLINE (DISPLAY, SOCIAL,
VIDEO, SEARCH, MOBILE, ETC.) MEDIA?
WHAT KIND OF DIGITAL/ONLINE MEDIA DO YOU BUY?
63%
70% 30%
Brand Awareness
58%
57.6%
84% 54% 17%
80%
Display
74%
Video
Mobile
E-mail
Conversions Search
62%
CONCLUSION #1CONCLUSION #1
While importance of a focused multicultural marketing targeting ethnic niched audience is
traditionally strongly recognized in the industry, it’s becoming more and more viewed as an
integral part of a company’s marketing activities inside a Total Marketing framework in the US.
This discussion is not yet present in countries like Canada, Australia or UK but will most likely
emerge the years to come.
Moreover, multicultural marketing isn’t viewed anymore as beneficial to large brands only.
Very often specific, narrow niche products and brands are successfully promoted using
multicultural marketing tools and techniques.
CONCLUSION #2CONCLUSION #2
Despite TV commercials importance in the advertising industry, its significance is subject to
a fierce discussion among multicultural practitioners. Digital channels are viewed as the
future of multicultural advertising with Digital leading the way with 68% of the multicultural
marketers increasing spend in 2014. 2/3 of the respondents are confident in a spend increase
in digital advertising in the following year budget, which is mostly display and social
advertising, such as Facebook, but also Twitter and LinkedIn.
CONCLUSION #3CONCLUSION #3
Although most of the respondents believe brands benefit from multicultural marketing, the
results show that most brands spend less than 20% of their budget on multicultural marketing.
According to the study results, US, Canada and UK share a similar multicultural marketing
landscape where 1/3 participants spend less than 40% budget on multicultural marketing
and 2/3 spend more than 40% of the budget.
CONCLUSION #4CONCLUSION #4
Online media seems to be the most underestimated media option as 27% of the
multicultural marketers stated to spend only 0-20% of the budget there, only 17% stated
to spend 40-60%. If we drill down and look at differences between the company types, we
see that Agencies and Multicultural Publisher spend the least amount of media budget
online - 20% of the Publishers spend 0-20% of the budget online whereas 19.1% of the
Agencies do so.
Multicultural brands have an unclear picture on online spend and 17.6% didn’t even know
about their budgeted amount for online spend.