Multicultural is the new digital
People and organisations are either aware of it, understand it, embrace it and take steps to ensure we are targeting and speaking to multicultural audiences or – quite simply - we lose out. It was this way with the rise of the digital world, and it will be true for today’s increasingly multicultural world.
This was the key takeaway I had hoped to impart during my recent speaking spot at COMMSCON, Australia’s premier event for public relations, social media and communications professionals.
And with the proportion of Australians born overseas at their highest levels since the gold rushes of the late-1880s, according to new ABS data, multicultural and diaspora marketing is an area your company can gain massive dividends if there is an appropriate strategy and plan in place.
In Mumbrella’s coverage of my spot, I had highlighted that there’s no good or bad, right or wrong with various cultures; there are just differences. I truly believe that these are the differences that add up to greatness.
Embracing multiculturalism is a theme I had touched on in my blog, We are Global 23.02.17 – the second in a blog series. Brands – especially those that are new to these audiences – need to be in conversation with new audiences, especially when they first come to Australia.
MultiConnexions recently also published a handy guide to WeChat – the app with more than one billion accounts globally, many of which are Chinese users – read more about how this astonishing app can drive your brand forward here: Making WeChat your business – is our business 04.04.17.
And with Easter coming up, we shined a light on marketing to Australia’s enormous Greek community in the Greek Orthodox-focussed Easter blog. Learn more about connecting with Greek Australians this festive season here: Eggs and Baskets 04.04.17.
In other news, MultiConnexions recently launched a trend sharing initiative for our clients -#MCXTRENDS Coffee Break. Keep an eye on your inbox for the best of multicultural news and insights. Do let us know any feedback also!
Wishing a very Happy Easter to all!
Sheba Nandkeolyar is passionate about multiculturalism, diaspora marketing and
cross-cultural dynamics of doing business in Asia. She is the Co-founder and CEO of MultiConnexions. She is a board member of the Australia-India Council, National Chair of Australia India Business Council and International Advertising Association, Australia Chapter. Sheba is also a Board Member and Trustee of the 'Follow your Dreams Foundation' which supports disadvantaged women and children in Australia, China and India.
Connect with Sheba