Do you plan to market or sell products and services to African-American consumers? If so, in order to successfully market to this community, it is to your advantage to understand certain digital marketing trends: how today’s African-Americans shop, where they hang out, where they are most likely to be receptive to advertising and, more importantly, how they feel about marketing and media.
It’s been said that “2014 is going to be a killer year for social media and small business.” It’s also been said that properly implemented digital marketing strategies can help small businesses grow. So, what does this mean for small businesses that plan to primarily target Black American consumers? It means you need a realistic understanding of where Black consumers fit in this new media and cybercultural landscape. You will want to keep the following findings and/or trends in mind as you customize your small business marketing campaign targeting this consumer:
1. Many, if not most, young African-Americans are early adopters and influencers of pop culture, so you will want to promote new technology and lifestyle products to this consumer demographic.
2. Black Americans are heavy users of social media and huge consumers of video content.
3. Black digital consumers are very receptive to advertising on mobile devices.
4. The Black consumer ownership rate for smartphones grew from 33% to more than 54% and continues to grow.
5. African-Americans use their phones for texting, Internet access, receiving and sending email, downloading picture, downloading music and mobile video, accessing Twitter and Facebook more than other demographics.
6. Black women are huge users of e-commerce involving purchases of beauty products, clothes, healthcare products and groceries.
7. Black men and women are very socially connected to others. 72% of Black adults online have more than one social networking profile.
8. Black women between the ages18 and 35 are 72% more likely to highlight products and web content preferences by “liking,” “following” or linking to an article, brand or website.
9. Black Americans trust Black media more than mainstream sources for information. Ads that reflect benefits of products or services and convey a positive message to the African-American community are well-received.
10. African-American women between the ages of 18 and 35 are 72% more likely to publish a blog.
African-Americans have incredible buying power. Even, in the face of the harsh effects of the recession, spending by the Black community still energized the American consumer market. The Nielsen Company, the global information and research firm, projected that African-Americans’ spending power will reach $1.1 trillion by 2015.
As stated by Marketingvox: “Those consumers are hungry for authentic content; connect with brands that represent them rather than just nod to them; and are highly engaged with digital content and the mobile platform.” So, what does this mean for small businesses targeting this community? In order to leverage the buying power of this community, you have to step up your game and stay in tune with the consumer behavior and digital marketing trends. Lastly, get creative in the methods you implement to tap into the Black American market.
Stacey Mathis is a New York City copywriter experienced in writing for African-American small businesses. Need the Right Words? To book Stacey Mathis for your next copywriting project targeting the African-American market (B2B or B2C), she can be reached at firstname.lastname@example.org.
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