Focusing on language is only the first step in targeting diverse cultural groups. Brands must go beyond language to create personalized consumer experiences, Geoscape International founder Cesar Melgoza writes. Reaching a subculture requires identifying factors including socioeconomic status, media usage, country of origin and consumer behaviors, Melgoza writes. Technology can allow marketers to localize efforts and tailor brand messaging by enhancing customer information files with subcultural characteristics, acculturation levels, language and media use, he writes.
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