Marketers are ﬁnally becoming aware of how they may be (are) deﬁcient in CulturaliQ. Good CulturaliQ is having a fundamental understanding of the social behavior of a society, speciﬁcally where various ethnicities are concerned. Trends of late note how various companies lack of CulturaliQ is becoming more exposed. Cultural missteps online by companies like IHOP, Taco Bell and Dave & Busters, feature slang ﬁlled tweets that are not “on ﬂeek.” Rather, they are oﬀensive, and misrepresent key insights at the core of their targeted audience marketing eﬀorts. Advertisers are not the only ones who can beneﬁt from increasing their CulturaliQ.
The Sony email leaks, and most recently Campbell-Ewald, besides being racially insensitive — also point to a broader lack of understanding of various target markets and their relation to the companies revenue model — people of color make up 40% of the movie ticket buying public. There are even a multitude of mobile apps, in a tech industry beleaguered by it’s lack of cultural diversity, which are focused on reverse targeting urban communities in order to ‘avoid’ them.
Personal perspectives and cultural cues shape how one views people, places and ideas. As marketers, checking yourself for unconscious bias should be the rule, not the exception. Unconscious biases and missed cultural nuances are responsible for more underperforming campaigns than poorly allocated media spends or ad ineﬃciencies.
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Contact Denitria Lewis at CUSPData to find out how your organization can increase CulturaliQ within your branding, or within your company. Follow #CulturaliQ on twitter.com/dnyree for daily news and insights in the space.
Originally published at www.linkedin.com.