Dr. Anastasia Kārkliņa Gabriel’s Post

Execs, what does your multicultural marketing approach look like for 2024? Iterable's recent research highlights that 75% of consumers are more likely to buy from brands featuring people that resemble them in ads. However, standard American-centric narratives in commercials don't resonate with all audiences. Thoughts? This emphasizes the necessity for intersectionality and showcasing relatable lived experiences in marketing. The goal is for consumers to connect, feeling acknowledged and understood by brands, right? 

Global South vs. Global North - Insights for Marketers The attitudes, mindsets, and mental beliefs of the Global South (South Asia) and Global North (Europe and North America) offer a rich blend of diversity that shapes how individuals perceive features, functions, and benefits in various contexts. Understanding these differences is crucial for marketers seeking to engage successfully with audiences in the Global South. Features: In the Global North, features are often associated with efficiency, innovation, and precision, reflecting a culture that values technological advancement and practicality. In contrast, the Global South places emphasis on features that resonate with cultural heritage, community values, and emotional connections, highlighting a more holistic and human-centric approach to product attributes. Functions: The Global North tends to prioritize functionality, performance, and reliability in product functions, driven by a desire for optimization and problem-solving. On the other hand, the Global South values functions that address social impact, sustainability, and inclusivity, reflecting a broader perspective that considers the well-being of society and the environment. Benefits: While the Global North focuses on tangible benefits such as convenience, quality, and status, the Global South places importance on intangible benefits like authenticity, tradition, and social recognition. This distinction underscores the significance of emotional and cultural factors in shaping perceptions of value and satisfaction. Engaging with Audiences in the Global South: To connect effectively with audiences in the Global South, marketers must adopt a culturally sensitive and empathetic approach that acknowledges the unique values, beliefs, and aspirations of the region. Strategies for successful engagement include: Cultural Relevance: Tailoring messaging and branding to align with local customs, traditions, and languages to establish a genuine connection with the audience. Community Engagement: Emphasizing community involvement, social responsibility, and inclusivity in marketing campaigns to resonate with the collective mindset prevalent in the Global South. Storytelling: Leveraging storytelling as a powerful tool to convey brand narratives that evoke emotions, inspire action, and foster a sense of belonging among consumers. Authenticity: Demonstrating authenticity, transparency, and respect for local values and beliefs to build trust and credibility with the audience. By embracing these principles and adapting marketing strategies to reflect the unique characteristics of the Global South, marketers can cultivate meaningful relationships, drive engagement, and foster brand loyalty in this diverse and dynamic region. #StrategicBrandManagement Omar Abedin Erika Bornshin Kamran Tariq

Cultural marketing is a dynamic and nuanced facet of marketing that recognizes the profound impact culture has on people's lives, choices, and perceptions. It involves the creation of marketing campaigns, products, and messaging that resonate with the cultural context and identities of a particular audience. Key elements of cultural marketing include: Cultural Insights: Cultural marketers delve deep into the values, traditions, and lifestyles of their target audience. They aim to gain a profound understanding of the cultural context, identifying symbols, rituals, and beliefs that hold significance for the community. Cultural Sensitivity: This form of marketing requires a high degree of cultural sensitivity. Marketers must avoid cultural stereotypes, biases, or appropriation and ensure that their campaigns are respectful and aligned with the values of the culture they are targeting. Authenticity: Cultural marketing prioritizes authenticity. It's not just about using cultural references but understanding and respecting the cultural context in which marketing messages are delivered. Language and Communication: Effective cultural marketing often involves using the language or dialect preferred by the audience and adopting communication styles that resonate with their culture. Global vs. Local: Cultural marketing can take place on a global or local scale. Brands may either adapt their marketing strategies to cater to diverse global audiences. We deeply appreciate your support and invite you to follow @brandsjourney. Remember to use the hashtag #brandsJourney when sharing. Please do Like, Share, Comment, Save, and don't forget to tag your Friends and Family. Please Visit :: https://brandsjourney.com/ #marketing #socialmedia #CulturalMarketing #EthnographicMarketing #CultureAndBrands #CulturalInsights #AuthenticMarketing #CulturalSensitivity #InclusiveBrands #CulturalIdentity #CulturalDiversity #CulturalAdvertising #MulticulturalMarketing #CulturalInclusivity #CulturalStorytelling #GlobalCulturalMarketing #LocalCulturalMarketing #CulturalValues #CulturalEngagement #CulturalStrategy #BrandCulturalAlignment #CulturalMarketResearch

🧠💥 The Power of Subliminal Messaging in Marketing: Unleashing the Unconscious Mind 🔍🎯 Since the infamous experiment in 1957, the notion of subliminal messaging has fueled both curiosity and controversy. While the initial study was revealed as a hoax, it ignited a lasting debate. The National Association of Broadcasters even banned the use of subliminal messaging. But here's the twist: Subliminal messaging, in its essence of subtly influencing our subconscious, is still prevalent in modern marketing practices. It's a captivating technique that goes beyond our conscious awareness, tapping into our deepest desires and emotions. Think about it: That enticing aroma of freshly baked cookies wafting through a house on the market, the intoxicating new car smell during a test drive, or the harmonious melodies of Gershwin playing in the background as you peruse suits – these sensory experiences trigger explicit subconscious responses. Subliminal messaging aims to create a seamless connection between your emotions and a product or brand. It operates below the radar of conscious perception, imprinting impressions and associations that influence our decision-making without us even realizing it. While ethical concerns surrounding subliminal messaging persist, it's essential to recognize its impact and take a proactive stance as consumers. By becoming aware of these tactics, we can make informed choices aligned with our true needs and values. As marketers, it's our responsibility to wield this power responsibly and ethically. Let's strive to build authentic connections with our audience, fostering transparency and trust. Rather than relying on hidden messages, let's deliver genuine value and engage in open dialogue. Together, we can shape a marketing landscape that respects the conscious and subconscious well-being of consumers. Let's embrace transparency, empower informed choices, and foster meaningful connections. 🌟💼 #SubconsciousMarketing #ConsumerEmpowerment #EthicalMarketing

MARKETING'S PERSISTENT PLOT: SAME TENSIONS, DIFFERENT DELIVERY. In the realm of marketing, much like in stand-up comedy, the script evolves but the plot remains. Consider stand-up from the '80s and '90s; the edgy jokes might startle today's audience, yet the underlying tensions—individuality vs. conformity, freedom vs. security etc—still fuel today's laughs. This parallel perfectly illustrates the marketing landscape. Despite the seismic shifts towards digital platforms, the core tensions driving consumer engagement stay the same. It's a powerful reminder for marketing leaders to focus on these enduring narratives, entrusting the mode of delivery to the digital natives. Younger generations, much like contemporary comedians, grasp the current cultural vibe and know how to present these age-old tensions in a way that resonates today. Their expertise with the latest technologies and platforms allows them to update traditional messages for a modern audience, making the old new again. This synergy between identifying the right tension and mastering the delivery mechanism is where the magic happens, turning good marketing into unforgettable campaigns. Yet, there's a mismatch in priorities: too many leaders obsess over the nuances of delivery, while young visionaries attempt to reinvent tensions that have stood the test of time. This misalignment often leads to missed opportunities. The real advantage lies in merging the insight of experience with the innovation of youth, understanding that the essence of what we communicate remains unchanged, even as the how adapts. It's time to embrace the boldness of our era without losing sight of the timeless tensions that define our narratives, crafting marketing strategies that are as enduring as they are timely. #CreativeThinking #MarketingStrategy #InnovationMarketing

During a brainstorming session with the team, we discussed celebrity endorsement for brand building. David Ogilvy was of the opinion that they don't work because the consumer remembers the celebrity but forgets the brand. However, I think getting a celebrity works wonders for the trade, a signal in this industry of fly-by-night businesses that this company trusts the potential of the brand/ product to invest in a celebrity. It signals the intent of long-term commitment.  Think Rungta TMT bar being advertised by Alia Bhat. Similarly, consumers know that advertising on FB/ Google can be bought by almost all brands but not mass media like television. Hence 1 $ spent on TV > 1$ spent on digital (Context: brand building). While diving into this rabbit hole, I came across this video of Rory Sutherland on the use of nudges/ behavioural economics on Brand Building. https://lnkd.in/gqTyA6_Z

Digital marketing -- where creativity meets strategy, and innovation fuels success. In a connected world, it is the art of reaching, engaging, and influencing audiences right at their fingertips. Harnessing the power of data-driven insights, it elevates brands, amplifies messages, and drives meaningful connections. Stay ahead in this digital landscape, as it continues to reshape the way businesses grow and thrive.

It’s been a long time since traditional channels alone were enough to effectively reach corporate affairs audiences. The options to engage them and influence their views of companies and their issues have never been greater. But as the marketing landscape continues to evolve, will 2024 signal evolution or revolution? Find out from our Director of Marketing Communications Daniel Rice⬇️

Understanding a customer's culture is crucial in marketing to create relevant and effective campaigns. Here are some key considerations: Research: Study the cultural, social, and economic aspects of your target audience. This includes language, traditions, values, and behaviors. Localization: Adapt your messaging, visuals, and even product offerings to align with the cultural preferences and sensitivities of your audience. Cultural Sensitivity: Avoid stereotypes or cultural insensitivity in your marketing materials. Use diverse and inclusive content. Context: Understand how cultural factors affect consumer behavior, such as decision-making processes and purchasing habits. Feedback: Listen to and engage with customers to gain insights into their cultural perspectives and preferences. Test and Learn: Continuously assess and adjust your marketing strategies based on the effectiveness of your cultural approach. Remember that cultural understanding can vary within a single country or region, so consider micro-segmentation for more precise targeting. Artem Smirnov Luis Alberto García Dr. Pat rifka avni mahabir-rosen Francis Page Elizabeth Westbrook

Inclusive Marketing - The New Wave in Digital Marketing Digital marketing is in a constant state of transformation, and maintaining a competitive edge is required for enterprises to surpass the current rivalry landscape. One of the most noteworthy developments in the marketing sphere is the emergence of Inclusive Marketing. This approach wholeheartedly embraces diversity, equity, and inclusivity, forming wise connections with audiences like never before. Furthermore, it can have a profound influence on your online marketing endeavors if applied strategically. Inclusive Marketing sets beyond conventional marketing techniques by acknowledging the significance of diversity and the psychology of audiences. It entails customizing your marketing campaigns to resonate with various communities, ensuring that everyone feels acknowledged, esteemed, and comprehended. Moreover, Inclusive Marketing fosters an environment where each person feels authentically represented, irrespective of race, gender, age, ability, or background. The new forming trends in digital marketing transcend the ways for every online marketing solution providing companies with a way to connect more clearly with their clients and audiences. #digitalmarketing #onlinemarketing #marketing #transformation #connections