Three Keys to Multicultural Marketing in a Privacy-First World

Consumers enjoy ultra-customized, hyper-specific, and relatable content that reflects who they are.

But they also want more privacy & greater control of their information. They want mobile phone operating systems that empower them with choice, and most of all, they want a private, cookie-less future from publishers.

To be precise, consumers want to have their cake & eat it too.

This dichotomy between consumers' need for privacy & their desire for personalized content presents a challenge to marketers and media. But this tension is heightened, for those trying to connect with segment consumers.

What’s a segment marketer to do? Here are three ways to respond:

Ask consumers for the information they need: First-party data is something marketers have always said they wanted to focus on but had a difficult time executing, especially among multicultural consumers. It is one thing to ask someone about location or age range, but another to ask about ethnicity. Another route is for marketers to build relationships with their consumers & earn the trust that would merit the sharing of such personal information. This can be in the form of product registration or premium access for loyal customers. Finally, the use of influencers & branded content is crucial to reaching multicultural audiences in a more personalized manner moving forward.

Place media with more rigor: Contextually relevant content intended to engage diverse audiences will be paramount to any multicultural strategy. The shift to a content-driven approach will help support current efforts to establish a more equitable digital ecosystem. Marketers would not have to rely on questionable multicultural targeting practices or verification methods. A cookie-less future will be a one-two punch in respecting diverse users on both privacy & content fronts.

Creative will need to be more relevant: With content in the driver’s seat from a placement perspective & the ability to personalize at scale, the pressure is on to meaningfully connect. Casting has never been enough & generic appeals meant to connect universally fall flat with segment consumers craving a real connection with brands that demonstrate a commitment to them & their communities. Big data increasingly drive business decision-making & primary data is undoubtedly an important piece of the puzzle, but the foundational research that has fallen out of favor recently will be crucial to unearthing cultural insights that can inform creativity.

What would you add to this list?

Let me know your thoughts below!

Gopal Krishnan