2014 Rewind: 5 Multicultural Media Trends to Watch

As 2014 comes to a close, it’s time to reflect on the year that’s passed and its influence on what’s to come. Join us as we continue to rewind the year and read previous 2014 Rewinds here.

2014 Rewind - Multicultural Media

Multicultural media and marketing work together so fluidly that you can’t think about trends for one without the other. The market dictates programming, while journalists and producers typically must balance their audience’s demands with those of advertisers.

This merging continued in 2014. Brands’ content marketing efforts and user-generated movements like Black Twitter developed a stronger voice online as journalists ventured into brand journalism and traditional news agencies embraced social media to reach a larger audience.

Essentially, media organizations have had to adopt marketing strategies and marketers have had to polish their writing skills.

To get the full picture of why this merger of media and marketing is gaining ground, I reached out to multicultural journalists and conference organizers for their thoughts on trends to keep watching in this space.

Left to right: Hugo Balta, Adriana Waterson, Adam Jacobson

Left to right: Hugo Balta, Adriana Waterson, Adam Jacobson

INCREASE IN Bilingual Content

Hugo Balta (@hugobalta), senior director of multicultural content with ESPN and past president of the National Association of Hispanic Journalists, explains that Hispanic-focused marketing saw an increase in bilingual content in English and Spanish language media in 2014. This largely took place around the FIFA World Cup in Brazil.

“Mega companies like McDonald’s and Wells Fargo produced television spots which reflected the experience of the majority of Hispanic households across the country,” Balta said. “I think we will see more companies follow this example in 2015 as they realize it doesn’t alienate other communities.”

He adds that non-Spanish speakers easily can follow and relate to messages about family interaction, especially when the English spoken in commercials complements and sometimes mirrors what’s said in Spanish. “After all, with 54+ million Latinos in the U.S., it is safe to say many if not most non-Spanish speaking people have heard Spanish spoken and often in the market they live in,” he said.

TAKING NOTICE OF Total Market

Adam Jacobson (@AdamRJacobson1), publisher of The Hispanic Market Overview Report, explains that reaching Hispanics today includes traditional media, social media, and digital media.

Jacobson’s 2014 report focused on the “total market” approach and the importance of social media in reaching Hispanics.

However, he warns that since “budgets haven’t grown and with this hyperfocus on ‘total market’ permeating our industry, my concern is that companies will use this idea of a ‘total market approach’ as a convenient excuse for trimming their US Hispanic marketing down to the bone, or eliminating it altogether.”

The Influenced Become Influencers

Adriana Waterson (@adriana_tweets), senior vice president of marketing and business development with Horowitz Associates, which produces the annual Multicultural Media Forum, explains that at its 2014 cultural insights conference it introduced the concept of the “transcultural effect.”

“In essence, the ‘transcultural effect’ means that in today’s increasingly diverse, interconnected America, we are all both influenced and influencers on the broader culture around us,” Waterson said. “No culture is static, and certainly ‘American culture’ is not static.  Cultures are ever-changing.   The ‘transcultural effect’ is happening all around us now, accelerated by social media.  We can look at TV today for a great example of the ‘transcultural effect.’”

She pointed to new shows like Blackish, Cristela, and Jane the Virgin that not only feature actors of color, but keep the conversation about culture front and center in the storyline — on mainstream TV for America’s new mainstream audience.

Left to right:  Marcos Baer and Joe Schramm

Left to right: Marcos Baer and Joe Schramm

Content Marketing’s dominance grows

Portada Publisher Marcos Baer says one of the most important trends was the continued ascent of content marketing in the form of brand integrations, native advertising and celebrity endorsements. Portada produces several conferences, including the annual Hispanic Media and Advertising Conference.

Baer says a second trend is the “amplification of messages through social media as well as through content discovery platforms.”

“A third [trend] is the crucial role of data both in the analysis of marketing efforts as in the growth of programmatic (digital) media buying,” he said. “Finally, mobile media consumption is ubiquitous, but marketers are still trying to tackle that opportunity.”

Baer expects these trends to continue to play an important role in 2015, but he cautions marketers to not rely heavily on tech and to not “invade” editorial content with marketing messages.

“To really engage the Hispanic consumer, authenticity will continue to be very important,” he said.

Viewership Goes Online and Mobile

Meanwhile, Joe Schramm, managing partner with Schramm Marketing Group, Inc., says an increase in viewership of internet protocol and streamed television will continue to unfold in the new year. Schramm Marketing Group produces several media conferences, including the Hispanic TV Summit, The Multicultural TV Summit & Leadership Awards and The Multicultural TV Breakfast.

“Hispanics are already loyal users of IP television,” Schramm said. “Most of them access video through wireless, personal ‘smart’ electronic devices.   The majority of these devices are mobile phones.  In 2015, we can expect to see a significant rise in IP TV viewership among Hispanics at a rate that exceeds all other audience segments in the US. ‘New arrivals’ are most likely to access TV programming via IP TV than US-born Latinos.”

Schramm also sees an increase of marketing testing for “cord-cutters” or “cord nevers” in multicultural markets as an important trend and that Pay TV providers, especially cable TV companies will begin research and market testing among Hispanic and other multicultural households.

“Specifically, they will be testing ‘customer acquisition’ or ‘win back’ promotional offers,” he said.

The multicultural market will continue to play a huge role next year. Stay up-to-date on trends and news by opting into one of our multicultural media lists. Journalists and bloggers can email Jessica.Alas@prnewswire.com for more information or follow us on Twitter @PRNMltCult.

Jessica Alas is Media Relations Director, Multicultural Markets and Hispanic PR Wire at PR Newswire. Follow her at @alasjessica.

You may also like...

28 Responses

  1. Multicultural Media Trends with new Mindsight from Thought Leader. Kind Regards, Sergey .

  2. Pretty! This has been a really wonderful post. Many thanks for providing these details.

  3. This blog was very insightful, keep up the good work!
    Are academic challenges weighing you down? My Custom Essays is your academic lifeline, offering expert academic writing services tailored to your needs. Our team of seasoned writers, scholars, and researchers crafts meticulously researched and flawlessly written essays, research papers, dissertations, and more. We cover a wide range of subjects and topics, ensuring top-notch quality and adherence to your instructions. With our commitment to originality and timely delivery, we’re here to ease your academic journey. Trust My Custom Essays for excellence in every assignment, giving you the academic edge you deserve. Unlock your academic potential with our trusted writing services today. Click here to check our services: https://mycustomessays.com/blog/nursing-dissertation-topics

  4. I truly appreciate your technique of writing a blog. I added it to my bookmark site list and will

  5. naturally like your web site however you need to take a look at the spelling on several of your posts. A number of them are rife with spelling problems and I find it very bothersome to tell the truth on the other hand I will surely come again again.

  6. Kolby Brown says:

    Great information shared.. really enjoyed reading this post thank you author for sharing this post .. appreciated

  7. I just like the helpful information you provide in your articles

  8. Karsyn Perry says:

    Great information shared.. really enjoyed reading this post thank you author for sharing this post .. appreciated

  9. Joy Marry says:

    Development:
    heardle started development in December 2021 and was officially released on February 26, 2022. Initially, the songs were chosen from the online music service SoundCloud and were selected “semi-randomly” by the developer instead of being chosen entirely at random.

  10. Awesome! Its genuinely remarkable post, I have got much clear idea regarding from this post

  11. Saniya Giles says:

    I just like the helpful information you provide in your articles

  12. Zander Kemp says:

    There is definately a lot to find out about this subject. I like all the points you made

  13. Julius Pratt says:

    I really like reading through a post that can make men and women think. Also, thank you for allowing me to comment!

  14. Dane Hansen says:

    There is definately a lot to find out about this subject. I like all the points you made

  15. I really like reading through a post that can make men and women think. Also, thank you for allowing me to comment!

  16. For the reason that the admin of this site is working, no uncertainty very quickly it will be renowned, due to its quality contents.

  17. There is definately a lot to find out about this subject. I like all the points you made

  18. I do not even understand how I ended up here, but I assumed this publish used to be great

  19. Frida Kline says:

    This is really interesting, You’re a very skilled blogger. I’ve joined your feed and look forward to seeking more of your magnificent post. Also, I’ve shared your site in my social networks!

  20. Ally Parsons says:

    I’m often to blogging and i really appreciate your content. The article has actually peaks my interest. I’m going to bookmark your web site and maintain checking for brand spanking new information.

  21. Good post! We will be linking to this particularly great post on our site. Keep up the great writing

  22. Aspen Woods says:

    Great information shared.. really enjoyed reading this post thank you author for sharing this post .. appreciated

  23. Alexis Park says:

    This is my first time pay a quick visit at here and i am really happy to read everthing at one place

  24. April Costa says:

    I like the efforts you have put in this, regards for all the great content.

  25. You’re so awesome! I don’t believe I have read a single thing like that before. So great to find someone with some original thoughts on this topic. Really.. thank you for starting this up. This website is something that is needed on the internet, someone with a little originality!

  26. I like the efforts you have put in this, regards for all the great content.

  27. BSNS Consulting excels in providing hassle-free Taxation Services in Pakistan . Our dedicated team, focused on driving growth and optimising operations, understands your business intricacies. With innovative solutions tailored to your needs, from market analysis to strategic planning, we stand out as a top consulting firm committed to your sustained excellence.

  1. December 29, 2015

    […] year, we talked about how media and marketing merged to develop a stronger voice. Brands implemented content marketing, while media outlets fully […]

Leave a Reply