Multicultural Marketing Expert: All businesses are looking for new ways to connect with their customers, but many are missing the mark when it comes to connecting with minorities. Research from direct advertising firm AccurateLeads found that marketers who don't target minorities are losing out on a $3 trillion market.
The study shows many companies fail at reaching minority customers because they don't take the time to know that audience. To reach those targeted shoppers, businesses must recognize the places where the consumer resides and design a specific message not just for one ethnicity, but for cultures among those segments.
This has created an opening for marketers looking to stand out from the crowd. Lisa Skriloff, founder of Multicultural Marketing Resources, Inc., said with minority populations growing at a faster rate than Caucasians, businesses that want to succeed must tap into the minority markets.segments.
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