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ARGUS has long believed that the traditionally known general market is rapidly dissolving into a multicultural marketplace. We’ve held this view for over 10 years, and our work is guided and supported by this concept.

America is becoming a blended nation that is reflected in the adoption of various cultural traditions. And as the largest research project in the nation, the upcoming 2010 Census is expected to confirm this.

“The concept of an ‘average American’ is gone, probably forever,” demographics expert Peter Francese writes in 2010 America, a new Ad Age white paper. “The average American has been replaced by a multidimensional society that defies simplistic labeling.”

The message to marketers is clear, according to Bradley Johnson of Ad Age: “No single demographic, or even handful of demographics, neatly defines the nation.”

What does this mean for marketers that want to reach underserved or hard-to-reach populations?

Our nation is becoming more diverse, particularly among younger populations. Smart outreach strategies will have to certainly take this into account. Consumer insight, more effective segmentation, and “niche” targeting will most likely become the norm.

ARGUS has used this strategy with wildly successful results for many clients, including Comcast. Building on our proprietary acculturation model, known in the marketplace as LatinoTRUTH™, ARGUS has targeted smaller niche markets within the Hispanic market.

By employing an approach that accounts for cultural commonalities in both offline and online strategies, you get more bang out of your marketing dollar and avoid the “spray and pray” effect.

Considering that by 2010, Hispanics will be both the nation’s fastest-growing and largest minority population segment, isn’t it time you took that into consideration?

C. Hammond
Director of Client Relations

Tags: Multicultural Marketing