Why We Believe In A MultiCultural Approach To Digital Advertising
April 09, 2018
At AcuityAds, we pride ourselves on being at the forefront of the digital advertising industry. This isn’t just because of our cutting edge technology solutions and insightful data, it is also because of our interest in learning about the real challenges and priorities of our clients, in an effort to provide them with the best tools and strategies to achieve their goals. A topic at the forefront of our interests this year is how our clients can take a multicultural approach to their digital advertising strategies.
According to eMarketer calculations based on the latest US Census estimates, the number of Hispanics in the US will rise from 55.4 million in 2014 to 63.6 million in 2020. One household products maker The Clorox Company believes that multicultural groups will drive the company’s growth, and consider Hispanics a key target.
This trend applies across the continent, and is inclusive of Canada where currently one in five Canadians are born outside of the country. Canada’s multicultural groups are digitally savvy consumers, and they expect brands to reach them with meaningful messaging in the right context.
On that note we are extremely excited to announce our membership with the new Portada Council System on the Brand Star Committee. Portada is the leading networking solution platform for dynamic tech, marketing and media companies targeting consumers through cultural insights and passion points across the Americas.
The Globalization of Marketing
The world of commerce is more digitally connected than ever, and many emerging economies are moving into the forefront of the global stage. Marketers hoping to build and maintain market share within the constantly changing digital landscape must adopt a multicultural mindset to truly thrive. As the digital world becomes increasingly connected, marketers must learn to account for a wider variety of cultures, behavioral patterns and market trends in their campaigns.
“Tapping into specific cultural insights that connect with specific audiences is key.”
Justin Reckamp
Social Media and Brand Development Manager
State Farm Insurance
The Portada Council of the Americas
Portada Council System members are more than 70 senior brand marketing, agency and media executives from all over the Americas. Members of this system are selected from an elite group of brand marketing, tech and media thought leaders.
Getting Started at Portada Miami
The Portada Council of the Americas will be launched during the first event in Miami on April 18 and 19th, 2018. This event is the 10th annual edition of the group meeting in Miami, and the East Miami Hotel is strategically located directly in the heart of Brickell City Center. Speakers will include Patrick Becker, CEO, Telepay Group; Chip Powers, President, Florida Marlins; Ricardo Casco, Global Sales and Integrated Marketing Strategies, Avis; Andres Amezquita, VP Commercial Excellence in Latin America, Stanley Black & Decker; Jill Leccia, Senior Marketing Director, Gatorade Latin America; Ana Lucia Soto, National Media Manager, JCPenney; and Ricardo Arias-Nath, Chief Marketing Officer, Pepsico Latin America, among many others.
We are excited to join this innovative and insightful group to be able to offer perspective on the issues that face the modern advertiser and specifically focusing in on a multicultural approach to digital advertising. We will continue to embrace the complexities of multicultural advertising strategy and technological support.