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Targeting Multicultural Millennials via Mobile

NewspaperThe Way We Market to a Multicultural Audience is Changing, Are You Keeping Up?

As a marketer, to reach your audience, you must think like your audience. To reach young Hispanics and African-Americans with online messaging, marketers have to go mobile.

According to research from ComScore, 42% of Hispanic millennials access the internet only via a mobile device. For African American millennials, 25% access the internet only via a mobile device. Only 10% do this for the total population

Based on Facebook’s site data, 26 million active users are in Facebook’s US Hispanic Affinity Group. This is a 12% year-over-year increase. 95% of people in the US Hispanic Affinity Group visit Facebook via a mobile device.

Facebook does a great job getting multicultural audiences to engage with marketing because instead of using cookies, it has the ability to target profile. Facebook scans for certain behaviors by the users to determine if they are in the U.S. Hispanic Affinity Group. Facebook determines these behaviors from how the language is set or if someone posts in the Spanish language. They can also determine if a user “likes” pages that feature content that is targeted toward Hispanics.

It has been about a year and a half that Facebook has been collecting information to determine the Hispanic Affinity Group. Recently, Facebook has been using similar methods to determine African-American and Asian-American users.

Marketers are looking at streaming audio sites as another type of media to target multicultural audiences, such as Pandora and iHeartRadio.

When it comes to mobile marketing to a multicultural audience, relevant context is crucial. Ad-targeting on mobile devices has become frail, which is why in order to reach multicultural audiences, brands need to rethink their editorial content.

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