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An effective multicultural marketing campaign has a number of moving parts, making it one of the most challenging marketing campaigns ever. However, brands have been using it effectively for their advantage not only when they have to market in a foreign land, but also when they have to do it at home. But, what exactly makes a multicultural marketing campaign a success? In this post, we discuss the challenges and best practices of diversity marketing to help you give a solid foundation to work on. So, stay with us till the very end. Lets get started!

A country is made of different cultures. The cultures are made of different values driven by different experiences and expectations. The different cultures will make the country divided into several subgroups based on ethnicity, age, gender, religion, family size, profession, and whatnot. And that exactly gives birth to diversity marketing.

Diversity marketing is the kind of marketing strategy that allows a brand to take all these factors into consideration and design a successful marketing strategy. Creating such strategies helps the brands improve their ability to communicate with these diverse groups. It uses different forms of communication to reach specific focus groups in a multicultural market.

Here are some of the well-known brands that have been employing diversity marketing across the world.

These big companies had to change how they function in different countries, why wouldnt you? Lets get deeper into the content and figure out the different aspects of multicultural marketing that you will have to consider.

Here are the challenges of marketing and campaigning to a multicultural audience in Bali. Lets discuss them in detail.

The economic difference is one of the most blatant challenges. Marketing to focus groups that have different buying capacity can make it challenging to put your product in the market like Bali. Brands have to consider the difference between the haves, the have nots, and the have-a-lots while designing their marketing campaign. This will require a digital agency to understand which part of the focus group will make the most impact.

The technological advancement across the Asian market is an inspiration for other under-developed or developing nations. This is also a huge challenge because having access to the new technology, the customers have information about other products in the market. Not just that, being connected to the internet, they know what other people are talking about when it comes to products. The challenge of creating a clean image of a product in Bali is a challenge in itself.

The regional differences across the country is a challenge in itself. Brands will have to create marketing campaigns that are directed on a more region-to-region basis. No matter which country you choose across Asia, you will find that the campaigns have to be manipulated on the basis of different countries as well as the sub-regional clusters that happen to be influencing the different cultures across these Nations. As a digital agency in Bali, Indonesia; you will have no exception to that.

As we all know, the workforce across all the countries in Asia is getting more aware globally. This is a result of an increase in the use of mobile technologies that have allowed the multi-diverse population to limit the results of brain drain and retain their talent. The Global awareness of the workforce is getting more mobile. This can also stand as a challenge for brands that are new to the market in these countries.

The Asian subcontinent is growing at a high speed without any kind of push from developed nations like the United States. The countries are quite independent in how they are functioning and are quickly getting on the path of becoming a developed nation themselves. This feeling of independence is quickly getting identified with the focus groups in the country making the brands think more about their marketing campaigns.

And then there is a focus group that prioritizes personal growth over other things. There has been an increasing notion between the native Indonesians to work at corporates or multinational companies where they will be more respected and appreciated. Brands will have to create marketing campaigns that respect the priorities of the focus groups in Bali and ensure there is no clash between their national and personal growth.

Lastly, one of the most difficult challenges brands and agencies will have to face in Bali is working with people in the country to better understand cultural diversity. You have to learn to think like an Indonesian. The inclusion efforts have to be significant and something you should rely on while drafting your marketing campaign. You have to ask the right questions and make decisions that are in the best interests of your brand and the people you are targeting.

Here are the best practices of multicultural marketing that your digital agency in Bali may need to execute for a successful campaign.

Analyzing data from all reliable sources is necessary if you want to have a vast repository of data in different consumer segments. One of the best ways to do that is by using your customer relationship management and data management platforms. Make sure you come by this data with advanced analytics in order to identify segments in the market that are easily targetable. This will help you lay a solid foundation for the multicultural marketing strategy.

While youre gaining all the data from sources like CRM and DMP, you will also have to take the help of data insights using third-party research and focus groups. This is mainly because CRM and DMP do not provide a complete picture of consumer sentiment and preferences. Third-party customer insights will help you conduct successful A/B tests and create using the right messaging, visual elements, and products.

Another thing that you will have to take care of during a multicultural marketing campaign is the channel selection and a solid activation of your marketing calendar. A huge part of the success of a multicultural marketing strategy depends on the kind of channel you choose. You will have to shortlist the right traditional and interactive platforms, making sure your target audience is there on it. The marketing activation calendar takes care of the timelines, preferred days of execution, and the overall frequency of your marketing campaigns.

The decision-making process should have proper space for considering diversity and inclusion. This will help you ensure that no messages are broadcasted that might in some way or other be perceived as offensive by a focus group. This can be done effectively by putting in control a marketing head that is diverse and well-versed with the economic, cultural, and other stereotypes of the region you are targeting.

You have to monitor the campaigns constantly and allow for real-time optimization. You should also not eliminate the option of re-launching a product in the market if things didnt go as expected the first time. Most multicultural marketing campaigns arent one-off. They require consistent improvements in messaging, visuals, target audience, and location.

Wrapping Up

Multicultural marketing is challenging in its nature. This is because you are trying to target different focus groups and influencing them to try your product and services. The concept in itself is quite demanding and would require you to take a deep dive into the existing customer segments, and to find meaningful ways to strengthen the relationship between the brand and its potential customers. We hope this post helped you understand multicultural marketing and the challenges it brings with itself, especially in a country like Indonesia.

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The Guide to Diversity and Multicultural Marketing in Bali, Indonesia - FlipWeb

They say, A man who masters patience, masters everything. Well, it is indeed a correct phrase in this high-neck competitive world. We are in 21st century, where competition rate is higher than becoming successful. With the introduction of digitization, everyone wants to create its online presence globally. Digital marketing, Social media marketing are the most common words we get to hear from people nowadays. The hype of becoming digital has increased in a fast-pace and Digital marketing is the only way to achieve online presence. Meet the promising, trustworthy and popularly known as King of Digital marketing industry, Shubham Jain!

Shubham believes in keeping patience. He says, Patience is the key to success. Our hard work sooner or later will certainly give us fruits. So, always trust your work, keep faith in God as well as on yourself and success is yours!

About Shubham Jain

Shubham Jain, an MBA (Marketing) guy comes from a well-educated family in Delhi. He was influenced by the power of digital media during his graduation days. Thus, he started learning some digital marketing perks and realized that he has developed a passion for helping individuals as well as the small businesses in building their online presence. Shubham sooner founded Convos Media where he helps the brands and companies to make a successful digital pathway.

Shubham Journey of becoming a Digital Marketing Expert

While the world is going digital, the small companies, entrepreneurs want to build their digital space and digital content. Shubham Jain thrives hard in providing the essential social media services with the help of his devoted & dedicated team members at Convos Media.

Shubham has an impressive experience of 7+years in this ever-shining world of Digital marketing. He has completely dedicated his life in SEO and Digital Marketing. With his advanced knowledge and strong analytical skills, he promotes the online business of the companies. He has huge knowledge of ongoing and upcoming trends in digital marketing.

He says, The world is changing. There is a hike in all the marketing tends and fundas. The Digital marketing is never simple as it sounds. The world is full of ideas and creativities. With each passing day, there is a birth of new idea. As a Digital marketing expert, we have to be on our toes to grab the newest idea and implement it in our work. As the competition here is very high, the one who applies the newest skill get the success faster.

Giving his views on Future of Digital marketing, he says, The Internet world is expanding its horizons with more companies, influencers, YouTubers entering into digital world. Everyone wants their footprints in this new age digital space. Whereas, there are chances of complete makeover of search engines, algorithms etc. thus, no one can surely predict what will happen in future, but the digital space will certainly get refined with more extra powers in future.

Shubham is a self-made digital marketing expert, so has some unique, diversified skills, customer centric approach, strategic based thinking and an analytical mind that keeps him above everyone in this digital rat race. He has worked with renowned brands like Manyavar, Zee5, Sony Liv, Beardo, Fox Star Studios, ICICI Bank to name a few.

With the vast experience of 7+years in the field of social media marketing, Shubham is truly the King of this Digital world.

Despite of being in such a peak, Shubham is very innocent and down-to-earth in his real life. He always wants to help everyone in need. He credits all his achievements to his parents and sister for supporting him throughout.

Shubhams patience has made him reach at this point. He is truly a self-made personality covered under dedication & passion in becoming an exclusive Digital Marketing expert of this age.

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Patience is the Key to Success, says Ace Digital Marketing Expert Shubham Jain - Time Bulletin

With IPL 2021 set to commence in a few months and with reports that BCCI is likely to allow 50 per cent crowd attendance for matches, there is visible cheer among the franchise stakeholders. This move can also bring back the fan frenzy that has been missing for almost a year now and allow brands to participate with more touchpoints.

As per reports, the Board of Control for Cricket in India (BCCI) is keen to allow spectators back in the stadium for the upcoming T20 series between India and England. This will be the first time since Covid-19 impacted live sports that such a step is being considered.

Speaking to ANI recently, a BCCI official reportedly said, "We are trying to open the stadium for fans to witness what awaits to be a thrilling T20 series between India and England. While we are yet to decide on the numbers, the idea is to get close to 50 per cent of the seats filled. But the final decision lies with the government. Safety is a priority even as we adapt to the new normal.

According to some observers, this intended move by the BCCI would allow the management and the stakeholders to gauge the situation and accordingly take a decision whether or not to host the IPL at home or allow the fans in the stadium.

If this move becomes reality, the way marketers handled their strategy for IPL 2020 could also be turned on its head.

It must be mentioned that in the absence of spectators during IPL 2020, brands had to rely largely on TV and digital campaigns with very limited ground activations and many touchpoints that brands amplify during IPL traditionally were lost. However, if spectators are allowed again, marketers have reasons to cheer.

According to Ashish Bhasin, CEO APAC and Chairman India, Dentsu Aegis Network, this development is good news.

In India, cricket is evergreen and always works. There is definitely more excitement in bringing in spectators. I dont think it will change marketers strategy, it just makes it more attractive and more effective. So its good news. Of course, this has to be in tune with the social distancing norms and other protocols. It augurs well, and cricket, which is evergreen, will continue to do better with this, said Bhasin.

Now all hopes are pinned on the upcoming India vs England series in March, which could herald the possibilities that brands are so looking forward to. In all likelihood, it will be Ahmedabad, which can hold over one-lakh spectators, where spacing of seats to maintain social distancing will not be an issue and this proposal can be put to test.

Naveen Kundu MD, EbixCash, a major partner of five IPL teams, says with this move, brands will see a new opportunity to bounce back.

According to Kundu, the country is managing Covid well and with new cases falling drastically as well as the starting of the vaccination drive, there is strong hope that spectators could return to stadiums this year.

With BCCI considering allowing 50 per cent stadium capacity for India England series, we feel, by May, when IPL is likely to begin the season of 2021, brands will see a new opportunity to bounce back. In my view, they will make the best of this opportunity as stadiums will come alive and brands will look forward to renewed activations.

Some experts who we spoke to also feel that if spectators are allowed, more brands that were hesitant to be part of the league earlier would be willing to shell out marketing dollars, unlike 2020 where activations were muted and budgets too.

Sapna Arora, CMO, OLX India, believes that IPL is the kumbh mela of media. It is one grand carnival where there is a 45-60-day congregation on multiple dimensions a sangam of sport & entertainment--, unlike any other multifarious media platforms covering the event. In her view this event brings together audience of myriad ages, demographics and regions, and most importantly, appointment viewing in the age of capricious & volatile consumption.

Audience being allowed back in the stadia stalls will certainly add more verve, especially in an environment where people are eager to rebound. It is natural that many businesses will plan around the IPL. After all, it allows brands to meet objectives that could be as varied as a new launch, a challenger brand getting an opportunity to garner top-of-mind awareness, an unknown brand getting national legitimacy or an established brand influencing a change in category behaviour. In 2020, IPL was the darling amongst internet brands and start-up communities. In 2021, having an audience in the stalls will also render to brands an additional opportunity of running offline integrations, that was limited if not totally absent in 2020, explained Arora.

Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

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IPL 2021: Why marketers have reasons to cheer - Exchange4Media

Gray is a member of CeaseFire Pennsylvania, an organization pushing for stricter gun laws. He points to a 2013 shooting in amunicipal building in Ross Townshipin Monroe County as an example of an incident that may have been prevented with tougher restrictions.

The groups Executive Director Adam Garberargues council members should have a say on firearms regulations, since they are most familiar with the needs of their community.

What the needs are in Philadelphia and Harrisburg, may look different in Carlisle or Lemoyne, and so giving local official the ability to say, This is what my community needs, will help empower them, he said.

Across the country, some state officials are rethinking their Capitol gun policies. In Michigan, Republican Senate Majority Leader Mike Shirkey said earlier this month that he would support a ban on the open carrying of firearms in the Capitol. Minority party Democratic lawmakers want to prohibit all guns in the building.

By contrast, some Texas lawmakers are talking of bringing more guns into the Capitol to protect themselves. Licensed handgun owners already can carry firearms into the Capitol, and some lawmakers have been known to wear guns in the chamber.

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Calls to ban firearms in Pa. government buildings intensify following Capitol insurrection - WHYY

Here is the latest article in an eWEEK feature series called IT Science, in which we look at what actually happens at the intersection of new-gen IT and legacy systems.

Unless its brand new and right off various assembly lines, servers, storage and networking inside every IT system can be considered legacy. This is because the iteration of both hardware and software products is speeding up all the time. Its not unusual for an app-maker, for example, to update and/or patch for security purposes an application a few times a month, or even a week. Some apps are updated daily! Hardware moves a little slower, but manufacturing cycles are also speeding up.

These articles describe new-gen industry solutions. The idea is to look at real-world examples of how new-gen IT products and services are making a difference in production each day. Most of them are success stories, but there will also be others about projects that blew up. Well have IT integrators, system consultants, analysts and other experts helping us with these as needed.

The marketing and analytics teams at Samsung had access to a wealth of dashboards and market reports, but digging even one level deeper into their complex customer data could take weeks to answer a single question. When the team needed to understand upgrade preferences across demographics, device profiles, carrier loyalty and more to support an upcoming product launch, they needed better answers, fast.

The questions they needed to answer were critical to inform marketing campaigns, messaging strategy and sales forecasting. Which customers are more likely to upgrade to a new device? Why? What factors influence an upgrade decision? How can we better target customers for a successful launch?

Not only did Samsung need to navigate these questions, they needed to do so quickly. Samsung Mobile traditionally plans two major launch events a year, and the fall launch was rapidly approaching. The Mobile and Internet marketing team wanted to know where to invest in customers, campaigns and programs to maximize the launch. Unfortunately, traditional business intelligence tools couldnt keep up with the volume and complexity of Samsungs data. Looking at these questions required investigating hundreds of variables, including customer demographics, location, device preferences and past interactions with other Samsung products. There was no way the team could reliably check every possible factor in the data.

To find answers fast, the analysts at Samsung realized they needed a speedier data analytics platform. Prior to this launch, the Samsung team used a standard set of BI and dashboarding tools to query and visualize macro trends in sales, unit price, discounting and campaign performance. Their advanced analytics team was also using advanced data science tools to explore the structured data in the warehouse.

Unfortunately, these tools werent designed for the scale and velocity of the data flowing into the system from Samsungs tens of millions of active devices. This led Samsung to seek out a new way to augment their teams ability to quickly explore very wide data and test more hypothesis in an iterative way. This search led them to Sisu, a new diagnostic analytics platform designed to rapidly assess changes in KPIs--such as conversion rates and global sales data.

Samsung quickly realized that Sisus speed and ease of use made it possible for any vertical to get insights quickly. Millions of new records would be created on a daily basis as Samsung products were created, delivered, and sold. But the business value of the data never materialized.

Samsung was able to garner recommendations to marketing leadership in hours that, in the past, would have taken weeks.

As a result, the team changed the entire trajectory of the launch campaigns. To find answers fast, the analysts at Samsung turned to Sisu. They quickly found actionable faces in the data and were able to get recommendations by their marketing leadership in hours that normally would have taken weeks. It changed the entire trajectory of their launch campaigns.

After this initial investigation, Samsung quickly realized that Sisus speed and ease of use made it possible for any vertical to get insights quickly. Millions of new records would be created on a daily basis as Samsung products were created, delivered, and sold. But the business value of the data never materialized.

Today, Sisu is deployed globally at Samsung, serving critical insights to every part of the business. Theyre continuously tracking changes in key metrics like customer upsells, retailsales and campaign performance.

Alongside its rich dashboards, Sisu provides the answers to Samsungs most important questions on a daily basis. Even better, its analytics workflows are far more collaborative. Ad hoc questions are handled in real-time as analysts and their business partners use Sisu to test preliminary hypotheses and drill into the data together. Its saving their team hundreds of hours of time every month and they are able to answer 10 times more questions than before.

The official case study can be found here.

If you have a suggestion for an eWEEK IT Science article, email [emailprotected].

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IT Science Case Study: The Need for Speed in Analytics - eWeek