This is the summary of a blog article from Marketwire.com. It talks about Digilant’s multicultural segmentation strategy for real time advertising, providing the ability to really zero in on highly specific persons to send the advertising message across effectively. Here’s the link to the original behavioral targeting article: Digilant Introduces Digilant Multicultural Segmentation Technology for Real-Time Advertising.
Just recently, media-buying platform Digilant revealed a marketing system that is capable of determining very specific audiences: Digilant Multicultural. By using geographic data, semantic language and other attributes, the system can help identify audiences based on race (African American, American, Asian, Hispanic) and even gender (including LGBT). This makes it easier for advertisers to match product offerings with the right audiences, eventually leading to a significant growth in sales and revenues.
A Leading Platform
Notably, Digilant is a leader in the consolidated media-buying platform industry. Its unique approach by putting together purchasing algorithms along with semantic plus behavioral targeting has made it the one to beat in terms of multicultural segmentation. It assists various agencies and marketers in building brands, engaging customers, introducing products, and much, much more. Their main office is in the United States, although the firm also has offices in Mexico, Brazil, Spain, the Netherlands, and the United Kingdom.
A Unique Marketing System
According to Digilant vice president for multicultural initiatives, Rafael Hernandez, zeroing in on very specific customers is the hardest part of any marketing campaign. With Digital Multicultural, this task is made easier, as brands are able to reach specific audiences with greater accuracy.
This is very fitting since multicultural markets have been pinpointed as one of the fastest growing segments in the Unites States. Based on the 2012 State of Hispanic Consumer report by Nielsen, for example, Hispanics have been identified as the fastest-growing segment in the US.
By the year 2015, it is expected that the purchasing power of this group will hit $1.5 trillion. Hence, through the use of media and technology, marketers would be able to reach multicultural consumers whose culture, language, and lifestyles very significantly.
Reaching the Right Customers
Likewise, Edward Montes, the CEO of Digilant, remarks that due to the huge number of available media choices these days, there is a need for marketers to reach the right customers through the right channel in the quickest time possible. He also adds that through the use of Digilant Multicultural, they can connect with audiences that are hard to reach.
Meanwhile, two cases that illustrate the effectiveness of Digilant Multicultural are the following: first, a grocery store was successful in enhancing their value perception among the Latino community in their areas, with an 8% brand lift; second, a packaged goods firm was able to increase the buying intent for hair products by 14%, again among the Latino community. In both of these cases, Digilant Multicultural helped the companies in targeting and reaching out to a very specific audience.
Indeed, at such a time when multicultural segments are fast becoming more and more distinct, the ability to address their specific needs and preferences is a big advantage to any advertiser.