Think Multicultural

As a practicing professional in the online media industry I truly cherish the relationships that I have established with our online media partners. These relationships can be a key factor when it comes to delivering results for our clients.

To my disappointment, I have noticed that most publishers are highly involved when it comes to selling their product but when it comes to optimizing a campaign there is a HUGE drop off in customer service. If I had a nickel for every publisher that is proactive about campaign optimizations, I could probably afford to buy a stamp…….in Africa.

In my opinion, it’s not fair to leave the entire burden of campaign optimization on the agency side. I also think campaign optimization is a great opportunity for publishers to show that they care and to continue to cultivate agency relationships. The bottom line is that as our trusted partners we expect to get something from you too (Besides impressions and invoices).

So my advice to all publishers is: don’t get lazy! Help us help our clients. We’re all in this together.

JM

No, Ford and Chrysler aren’t crying because Toyota’s killing them. Well, maybe they are, but I’m not writing about that. This is about connecting to multicultural consumers on an emotional level.

According to the StrategicVision automotive consultancy, car makers have to understand the “emotional payoff” of their cars to multicultural consumers in order to sell them.

StrategicVision found that Hispanics, African-Americans, and Asians all think differently about cars and connect to their cars emotionally in different ways.

So basically, this is a reiteration of what all of the recent studies are saying – to reach multicultural consumers, you have to understand how they are different, how they are affected by language and culture, and speak to them on a level they understand and connect with.