“ It is the responsibility of brands and marketing agencies to stay away from stereotyping . We need to have a deep understanding of cultural insights and values and create messaging that aligns with that authenticity .”
LILLY CORTÉS WYATT chief engagement officer , SociosPR
“ They cull all of this information , which is generally given to them by the consumer ,” Elmets says . “ And through intricate marketing strategies , they ’ re able to determine exactly what appeals to their audience and how they consume their information and what is the most likely type of information that will be a positive call to action .”
But data means nothing without due diligence . This is why Wyatt emphasizes inclusive marketing as the key to building trust , cultivating brand loyalty , driving purchase intent and curating meaningful connections . Twenty years ago , Wyatt was graduating college and the marketing landscape looked nothing like this . She was the only person of Hispanic descent who spoke Spanish at KRON 4 in San Francisco . But in the last few years , having diversity and inclusion at the forefront of brand campaigns went from a “ nice thing to do ” to a “ must do ,” she says . Still , understanding the
nuances of diversity takes time and research .
One of Wyatt ’ s clients has business in California , Texas and Florida . In Florida , there are more people from Cuba and Puerto Rico compared to Texas , which has more Mexican Americans . Meanwhile , California is a huge melting pot with the largest Mexican American population in the U . S . SociosPR used focus groups to determine what these respective audiences wanted to hear in the ads .
“ It is the responsibility of brands and marketing agencies to stay away from stereotyping ,” Wyatt says . “ We need to have a deep understanding of cultural insights and values and create messaging that aligns with that authenticity .”
Russell Nichols is a freelance writer who focuses on technology , culture and mental health . On Twitter @ russellnichols .
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July 2022 | comstocksmag . com 85