African-Americans Hype Brands Offline
Three articles focusing on marketing to African-Americans.
The first, from eMarketer, reports on a MSI/Burson-Marsteller study which showed that African-American consumer influencers (those who have sway over others and often engage with multiple audiences) are especially well-networked and appear to spend significantly more time than those from other demographic groups talking with family, friends and co-workers (speaking to 20% more people every day than US influencers overall).
Finally, Retail Merchandiser and MediaPost report on a Packaged Facts report which showed that the attitudes and behavior of African-American consumers can differ significantly from consumers in other groups. Consequently, segmentation in marketing strategies is recommended as the buying power of 39 million African Americans is expected to reach $1.1 trillion by 2012 and offers opportunities to marketers of a wide range of products and services.
"The African-American cohort continues to be a significant consumer segment that in some ways exercises more economic clout than the ever popular Hispanic one. Marketers should pay attention to these differences to execute marketing campaigns that target the many segments of this important demographic cohort.”
Posted by Universal Ad
The first, from eMarketer, reports on a MSI/Burson-Marsteller study which showed that African-American consumer influencers (those who have sway over others and often engage with multiple audiences) are especially well-networked and appear to spend significantly more time than those from other demographic groups talking with family, friends and co-workers (speaking to 20% more people every day than US influencers overall).
Additionally, specific types of engagement methods are particularly appealing to them, including philanthropy toward the African-American community and well-regarded spokespeople. They are also more engaged by product placements and text messages than influencers overall. Although they spend somewhat less time interacting online than influencers overall, they read more news online and shop online somewhat more.
A complementary eMarketer article reports on advertising spending on media outlets that reach African-American consumers. According to Nielsen, it totaled almost $2.3 billion from October 2006 to September 2007 (not including general circulation media) with more than a third of it going to local radio (the largest ad spending category). The report also showed that African-Americans spent almost an hour more a day watching TV and 37 more minutes a day listening to radio than did the general population.Finally, Retail Merchandiser and MediaPost report on a Packaged Facts report which showed that the attitudes and behavior of African-American consumers can differ significantly from consumers in other groups. Consequently, segmentation in marketing strategies is recommended as the buying power of 39 million African Americans is expected to reach $1.1 trillion by 2012 and offers opportunities to marketers of a wide range of products and services.
"The African-American cohort continues to be a significant consumer segment that in some ways exercises more economic clout than the ever popular Hispanic one. Marketers should pay attention to these differences to execute marketing campaigns that target the many segments of this important demographic cohort.”
Posted by Universal Ad
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