Come on up: The rise of multicultural marketing

multicultural_lump_of_peopleWhen Barack Obama took the oath of office last January, he redefined America – not just this country and its brand, but its constituency as well.  In many ways he is living proof of a phenomenon that demographer’s have been predicting for quite some time:  descendents of the early settlers will be a minority by 2050 (then, a correction last year – 2042), and traditional minorities, will be the majority.

What does that mean to marketers, to brands, to this country, to the long-held American ethos?

I believe that it means that maybe we should put technology aside for a moment, and focus on the American consumer for a bit. We should identify how he/she has changed over the last four decades (and will continue to change), what he/she looks like (not just demographically, but psychographically), how he/she behaves, and alas – how connected  he/she is to a network? Regarding the all important network, we should also identify the network’s composition, how he/she interacts with said network (off-line, on-line, linguistically, culturally), and how we marketers can connect with the network via the consumer.

Continue reading “Come on up: The rise of multicultural marketing”

Inaugural Web traffic breaks Internet

Wordle Tag Cloud by Frank MeeuwsenInternet networks across the country were given a run for their money Tuesday during the inauguration. CNN says it provided as many as 21.3 million streams throughout the morning and afternoon; Facebook announced it had 1.5 million Obama-related status updates. However, the enthusiasm generated by President Barack Obama’s historic inauguration also challenged Internet providers and the nation’s bandwidth. Online video, (see my angry post for more on that below) in particular was problematic. Many people, the NY Times is reporting resorted to old televisions and radios. I was among this crowd: After suffering through a shaky video experience on CNN Live, I didn’t get my first full appreciation for Obama’s speech until I heard it on the NPR as I headed home from work. Sigh. So much for the tech revolution. Continue reading “Inaugural Web traffic breaks Internet”

New president, new media

CNN Live with Facebook
CNN Live with Facebook

President Barack Obama was sworn into office today, with the backdrop of his historic election and the current economic and international crises. Meanwhile, we at the Lab negotiated new and traditional media channels to take it all in. Here’s what we had to say about inauguration 2.0:

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Inauguration 2.0

(Facebook/CNN)The presidential inauguration is upon us, and even if you are not one of the over four million people planning to travel to the nation’s capital, you can still actively participate in the festivities. During the election season, candidates and especially the Obama campaign confirmed the power of emerging media (notably social media) to engage citizens (see our report, Emerging Media, Barack Obama, and the Future of Political Campaigns).  Voters enthusiastically shared their experiences on election day and we can expect much more of the same on Tuesday.  In true Obama style, new media platforms are being used to promote the inauguration events in unprecedented ways. We can all look forward to an interesting documentation of the events that you won’t get with official news coverage.

So if you didn’t receive a highly coveted invite, skip the crowds and join the festivities from your home town.  Here’s how: Continue reading “Inauguration 2.0”

Tuesday sexy tech trifecta

Sexy tech trifecta (iStock)Tuesday has brought a perfect trio of tech stories to feature. A mix of good news on the economic horizon, Australia’s exotic travel for blogging trade, and a new appointee to the FCC from the incoming President elect. Check out these top three glorious stories:

1. Hang on till 2010. Despite analysts’ predictions that tech spending will decline in 2009 (and that the earth will implode and we’ll all be living in Hoovervilles–do check out Scott Brown’s “Guided Tour of the Most Awesome Depression Ever” in this month’s Wired), things are looking brighter for those of us who can hold on for a year. By 2010 Forrester Research says spending could increase again…by as much as nine percent. So hang on to your hats, hunker down and let the fowl winds pass ya by, matey. There’s fair weather round the corner. Continue reading “Tuesday sexy tech trifecta”

Emerging Media, Barack Obama, and the Future of Political Campaigns

Beth Rankin via FlickrWith the 2009 Presidential Inauguration approaching, we wanted to share our findings on how Barack Obama and other presidential candidates made use of emerging media.

In the 2008 election, Presidential contenders across the political spectrum utilized new media platforms to reach out to voters in unprecedented ways. And voters responded, participating online, via mobile, and across social networks in historic numbers.

What were some of the most notable emerging media triumphs from the 2008 election? And what was the emerging media strategy behind Barack Obama’s campaign? What was John McCain's best emerging media tactic in the race to the White House?

Click here to view IPG Emerging Media Lab's research into the uses of new media in this year's election–and how it has changed political campaigning for good.

Photo courtesy of Beth Rankin via Flickr