ANA survey finds marketers pursuing multicultural strategies

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New York—A new survey by the Association of National Advertisers found that 77% of marketers have multicultural marketing initiatives in place, and 66% said their companies’ efforts in multicultural marketing have increased over the past few years.

The study was based on an online survey of 74 ANA members, conducted in August.

It found that despite the continued growth of multicultural marketing, only 45% of respondents said they are satisfied with their companies’ multicultural marketing efforts, while 26% said they are somewhat or very dissatisfied.

The top barriers to effective multicultural marketing efforts include lack of adequate funding (58%); insufficient internal support (45%); and inconsistent top management support (34%), according to the survey.

“A focused multicultural marketing strategy is vital to building brands and driving business growth,” said Bob Liodice, president-CEO of the ANA.

—Kate Maddox

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