Today, no business can be successful without a strong online presence. Businesses must be proactive in their communication with customers in order to survive, thrive and improve their digital marketing campaigns in the quest to engage consumers. This acceleration towards digitization has created challenges for many companies and their brands, especially those working in multicultural environment, but it has also created monumental opportunities.
Canada’s many multicultural groups are digitally adept consumers, and they expect brands to reach them with meaningful messaging in the right context at the right time. However, according to Nielson, most Canadian companies either do not have (36%) or do not know (27%) of any objectives or goals tied directly to any ethnic group. Those that do focus mainly on Chinese consumers (36%), followed by South Asians (27%), leaving huge gaps in coverage.
These days, most first and second-generation immigrant minorities are digital natives, extremely comfortable in the digital economy: mobile and online. Digital content is a way for them to keep in touch with their cultures. Nearly two-thirds of visible minorities say it is important for advertisers to communicate in their native language because they feel closer, and it makes the brand appear more meaningful. However, many ethnic consumers feel that if their ethnicity is represented, it is often done in a stereotypical manner. Brands need to create content that accurately represents and respects consumers of different cultural backgrounds. The key challenge is to build culturally meaningful connections with these consumers that celebrate Canada’s diversity.