Cultural marketing is the strategic process of promoting a message to a certain group of potential customers from a particular culture or demographic. This typically includes an ethnicity outside of a country’s majority culture.Generally, cultural marketing takes advantage of the ethnic group’s different cultural attributes such as language, traditions, celebrations, religion and any other concepts to persuade that audience.

Cultural Marketing in America

Few marketers understand the fact that by the year 2050 there will be no racial majority in the United States (RAND 2001). Outdated is the notion that the United States is a “melting pot” where many races mix together since the nation now appears to have many distinct ingredients that never quite blend. Many minority consumers are frustrated by the lack of products that are available to meet their needs. In addition, many of these consumers are “turned off” by the mainstream images that are used to promote the majority of products and services currently offered in the United States.


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We are a team of passionate South Asians who have a natural affinity for our community. Located in “Little India” aka Devon Avenue, we are Chicago’s largest and most prominent South Asian marketing agency. Our experience, creativity, and ability to create catered solutions make us an ideal location for business of all sizes interested in reaching out to the South Asian community. We would love to speak with you about how we can help you create an efficient strategy tailored to your company’s strength.

Creating a cultural marketing strategy

Cultural marketing focuses on customizing messaging and marketing channels for a specific target group, as opposed to simply broadcasting a general message into different languages. A cultural marketing strategy generally includes the following aspects:

  • Understanding cultural differences in values and behavior in the target ethnicities.
  • Evaluating cultural affinity among ethnic audiences.
  • Dividing the ethnic audiences based on the level of cultural affinity.
  • Developing the efficient advertising methods targeted to the identified segments.
  • Evaluating the effectiveness of advertising campaigns among different targeted segments.
  • Exploring the cultural norms before advertising messages among the identified segments.

America’s booming Minority Model

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Different communities lives in America. For instance, South Asian community can be characterized by following attributes:

  • They are more family oriented
  • They give much importance to education
  • They strictly follow the norms such as respect of elders
  • They have their own religious beliefs
  • They consume their defined food and beverage

Major Industries and Opportunities for Brands

With this, they make huge span of industries:

  • Healthcare
  • Hospitality
  • Bridals
  • Finance
  • Technology
  • Art and Entertainment
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