What is Cultural Marketing?

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Cultural marketing is a specialist field of targeting where a message is promoted to a particular group of potential customers who belong to a particular culture or demographic.

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If your audience/customers are of a specific ethnicity, then culturally targeted marketing takes an approach that considers the ethnic group's specific cultural referents such as tradition, language, religion, to reach, communicate, and engage the customer.

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Cultural marketing can also be used to effectively target a ‘community of interest’ for example, the culture in one city or town may differ to another, and your marketing strategy will need to be aware of this, or you may want to engage a youth market, and need to understand the type of language and messaging that will engage this target audience.

 

Why use cultural marketing?

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Everyone has cultural boundaries, and our thinking and decision-making skills are, to some extent affected by our cultural values.

Specialist marketers implant cultural values and standards in their ad content to ensure that customers can relate to the messaging, the characters and the ‘mood’ in the ads and feel a connection towards the brand. It has a positive influence on marketing as it creates meaningful engagement and captures audience interest in a shorter time.

 

To design a cultural marketing campaign, we pay attention to what is important to that particular cultural group or community. We carefully observe the culture around the target audience to anticipate what content, messaging and visual assets will appeal. We also identify cultural shifts to understand the needs of the changing market.