Diversity marketing

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Diversity marketing (or in-culture marketing) is a marketing paradigm which sees marketing (and especially marketing communications) as a way to connect with the different individuals in the market. As society has progressed companies have learned that not everyone can be chalked up as the same and that every person has different life experiences, may it be religion culture or beliefs. Thus diversity marketing is the process in which companies study the market they are in or about to enter by different mean(e.g. surveys, focus groups or in some cases telecommunication). Diversity marketing is helping business owners and operators in all levels to connect with society through communication channels that best reach them, this creates exposure for the company which creates brand awareness. Diversity marketing realizes the markets vast differences and the market/consumers have different tastes may it be values, beliefs, interaction type and lifestyle choices. Such vast differences are then tackled by customized marketing strategies^[1]

An acknowledgement of the importance of diversity marketing is that AT&T Inc. has a post for this discipline at vice president level.^[2]

References

Dahl, Stephan: Diversity Marketing, Thomson, 2002
Dahl, Stephan, "Cross-Cultural Advertising Research: What Do We Know About the Influence of Culture on Advertising?" (January 2004). Middlesex University Discussion Paper No. 28. Available at SSRN: http://ssrn.com/abstract=658221
TransCity, European online platform on Diversity Marketing

Notes

↑ Gilly, Penaloza, Mary C, Lisa N. Responding to Diversity.
↑ "Spanish speakers cite service communication gap", USA Today, June 6, 2007

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