At Infocore, there’s nothing we love more than good data and that’s why we’re super excited about the release of the Nielsen Annual Auto Marketing Report 2019-2020 Edition entitled Drive Connections with Multicultural Consumers. This report studied key multicultural groups including Hispanic, Black and Asian American auto consumers. Because we think the findings are so important, we want to share them with you.
Multicultural groups currently make up 40% of the U.S. population. Within 25 years, that percentage is expected to rise to 50%. The report tells us that in general, these consumers are younger and more digitally connected than the general public. In other words, diving into the findings of this report is like peering into a crystal ball to get a glimpse at our collective future.
Researchers used the Nielsen Auto Path-to-Purchase series to provide a detailed picture of auto buyers and their journey to purchase a vehicle. What they found is that multicultural vehicle shoppers tend to be aware of fewer brands at the outset of the customer journey, but by the end of the journey, they end up considering more brands than the general public.
The study also found that email and direct mail are still important pieces of an effective omnichannel strategy (we already knew that).
However, creative doesn’t necessarily resonate equally across all multicultural segments. That means personalization of message and media is paramount to forging a meaningful connection.
The big takeaway? There is currently HUGE opportunity in the multicultural market to increase brand awareness and conquest new customers. You just have to send the right message at the right time to the right audience. That’s where we come in!
Infocore can source high-quality data to create audience segments with a dizzyingly level of granularity, including ethnicity, native language, language assimilation and country of origin – all of which can be overlaid with the usual auto segments such as intenders, those coming off lease, previous owners, etc.
Download the full Nielsen Annual Auto Marketing Report then contact us for a free consultation to find out how Infocore can help your brand reach these incredibly important audiences. We can’t wait to hear from you!