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| MZInc Offers Expanded Multicultural/Multilingual Services | |
| Maintaining that Master Marketers of the New Millennium are Leveraging the Buying Power of Multilingual, Multicultural and Ethnic Populations. | | | | MZInc, as an integrated, multi-channel marketing and ad agency, felt that is was a natural progression to offer multilingual/multicultural services for both national and international companies seeking to tap today's biggest, burgeoning U.S. market: the ethnic market. In addition to adding transcultural-consulting services, the company now offers culturally targeted, multilingual translation services. The World Wide Web is just that, world wide, with users speaking almost every language under the sun. To most effectively reach markets made more available by the connectivity of the Internet, companies are recognizing the value of creating sites that speak to opening markets in their native languages.
What does this service mean to clients?
Increased international sales
Greater market share of ethnic and multicultural markets within the US.
Obtaining global exposure cost effectively
Creating a powerful and accurate brand identity from your company’s point of view, which will translate into the specific culture/market that is being targeted. Not only linguistically, but speaking specifically to the needs and viewpoints of the ethnic/cultural market in a way that communicates impactfully.
What exactly constitutes the "ethnic market"? According to a report from the U. S. Department of Commerce, "Minority Purchasing Power: 2000 to 2045," this fastest growing part of the U.S. population is made up of Hispanics or Latin Americans, Black or African Americans, Asians, American Indians, Native Alaskans, and Hawaiians and other Pacific Islanders. It is predicted in the report that "by 2045, minority purchasing power may reach $4.3 trillion." The U.S. Census Bureau projected in its January 2000 report that the combined ethnic and minority population will grow from 79 million in 2000 to 178 million in 2045. The master marketers of the new millennium recognize this trend and will move to capitalize on it.
MZInc offers transcultural-consulting services to ensure that the marketing approach and channels are appropriate to the particular ethnic audience. For example, while traditional marketing techniques may involve targeting segments based on age, gender, or specific product interest, the Hispanic market is much more about lifestyle and being marketed to directly. Thus, sending a mainstream message in Spanish that is mismatched by age group, gender, type of product category, or price profile has proven to be ineffective. Connecting to the community is a key element in capturing ethnic market share. This type of valuable information will help insure that marketers maximize the benefit of both their domestic ethnic advertising, as well as to multilingual international audiences.
See also:How do I "brand" my country through global marketing | |
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