The past two weeks, we have addressed the reasons why brands need to market to a certain segments. Numbers as well as consumer desires have proven the need but are companies willing to listen. What are companies currently doing to market in this arena? The following article gives you an overview of how companies are missing the mark when it comes to multicultural marketing.
https://hbr.org/2015/02/the-mistake-companies-make-when-marketing-to-different-cultures

We are continuing our discussion regarding multicultural marketing. Today we will focus on incorporating multicultural marketing in a company’s digital strategy. In the past, multicultural marketing has complimented most companies overall marketing strategy. Outside agencies have often been brought in to handle multicultural marketing efforts. However, with the increasing number of smartphone users and digital streaming especially among minorities, multicultural marketing is making a push to the forefront. Consumers are demanding digital content that is accurate and relevant which means brands cannot continue to ignore what consumers are asking for. If multicultural marketing is not a key component of a brands marketing strategy then they are missing out on huge opportunity to capture the audience they seek
http://www.huffingtonpost.com/cesar-m-melgoza/the-digital-marketing-revolutions-multicultural-core_b_6699238.html