Origins for Effective Marketing
We’ve all heard the old marketing adage, ‘I know half of my advertising works, I just don’t know which half’. A clear understanding of your market base - who they are, where they live, what motivates them and their purchase behaviours - is the first step to marketing effectiveness. Tailored marketing can then be implemented to appeal to your target market, and measures can be put in place to check your results and maximise the effectiveness of your marketing spend. Origins reveals the cultural composition of your market to give you powerful insight and understanding.
Customer profiling by cultural background reveals valuable information including:
This cultural understanding of your customer base provides powerful marketing insight which leads organisations to make more informed and intelligent marketing and business decisions. Hundreds of public and private sector organisations worldwide have gained valuable cultural insight by using Origins. Read about how some of these organisations have used Origins.
Cultural factors have a significant impact on consumer behaviour. Understanding what motivates particular people to undertake particular activities or make particular purchases is a powerful marketing tool. Origins makes it possible to quantify the role of cultural background as a driver of consumer behaviour in your organisation and to understand purchase behaviour and spending patterns.
Understanding cultural context provides insight into the motivating factors for particular cultural groups to use, or not use, a product or service. The cultural framework within which people operate can also determine how they respond to particular promotions and rewards. Organisations with loyalty programs that have gained cultural insight into consumer behaviour can now link spending patterns to cultural segments. Read more about successful applications.
Traditional data sources on ethnicity, such as from the census, will miss many trans-generational and contextual links that are a key factor in consumers` purchasing choices. Many of these links can be picked up through use of Origins, thereby increasing the size and potential of the ethnic market.
OriginsInfo reveals which cultural groups prefer to use which products, services, channels and outlets. It also defines which customer segments your organisation is good, and not so good, at attracting and retaining. Appropriate marketing communications and activities can be developed to resonate with particular cultural segments.
It may be appropriate to undertake marketing activities that target a particular cultural segment, for example to advertise on a particular cultural radio station or in a culturally-specific periodical. Timing your marketing activities to coincide with major cultural events may also be an effective means of promotion. You may wish to employ the services of a Multicultural Marketing specialist to advise on the best course of action.
Of course we don’t mean that literally, although communicating in different languages with particular cultural segments is certainly appropriate in particular circumstances. But insight gained through OriginsInfo allows organisations to understand the cultural composition of its customer base and create messages specific to cultural groups. This leads to greater customer engagement, with specific, customised messages resonating more strongly with the customer. A ‘one size fits all’ message is not appropriate for all cultures, and creating culturally appropriate messages increases the effectiveness of marketing communications.
The use of imagery, including people who represent the culture of your target market, and other design features such as appropriate colours, can be used to appeal to distinct cultures.
For example, in Chinese culture red symbolises good fortune and joy, whereas white is the colour of mourning. Therefore a company marketing wedding-related goods or services may find that using an image of a bride in a red dress would be better received by people of Chinese background than the traditional Anglo-Celtic ‘white wedding’.
OriginsInfo identifies the geographical location of particular cultural groups of your customer base, and geographical locations for new or untapped markets and customers. OriginsInfo provides organisations with information about cultural segments right down to street level, allowing for highly targeted marketing activities. It can also be useful in determining locations for retail outlets or service providers.
Multicultural marketing increases effectiveness and optimises marketing spend
OriginsInfo measures consumer behaviour based on cultural background
Understand how cultural background affects your customers’ purchasing
Cultural segmentation provides powerful information about how your service or product is used
Speak to your customers in ways that connect
Create marketing communications that resonate with specific cultural segments
Understanding precisely where your market is located enables highly targeted marketing