Digital Marketing Trends – Targeting the African American Consumer


    Do you plan to market or sell products and services to African American consumers? If so, to successfully market to this community, it’s to your advantage to understand some digital marketing trends: how African Americans today shop, where they hang out, where they’re most likely to be receptive to advertising and, more importantly, how they feel about marketing and the media.

    It has been said that “2014 is going to be a killer year for social media and small businesses”. It has 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? That means you need a realistic understanding of where black consumers fit into this new media and cybercultural landscape. You’ll want to keep the following findings and/or trends in mind when tailoring your small business marketing campaign to this consumer:

    1. Many, if not most, young African Americans are early adopters and influencers of pop culture, so you’ll want to promote new technologies and lifestyle products to this consumer demographic.

    2. Black Americans are heavy users of social media and heavy consumers of video content.

    3. Black digital consumers are very receptive to advertising on mobile devices.

    4. Black consumer smartphone ownership has increased from 33% to over 54% and continues to grow.

    5. African Americans use their phones to send text messages, access the Internet, receive and send emails, download photos, download mobile music and videos, access Twitter and Facebook more than other data demographics.

    6. Black women are heavy users of e-commerce involving purchases of beauty products, clothing, health products and groceries.

    7. Black men and women are very socially connected to others. 72% of black adults online have more than one social media profile.

    8. Black women ages 18-35 are 72% more likely to promote products and web content preferences by ‘liking’, ‘following’ or linking to an article, brand or site. website.

    9. Black Americans trust black media more than traditional news sources. Ads that reflect the benefits of products or services and convey a positive message to the African-American community are well received.

    10. African American women ages 18-35 are 72% more likely to blog.

    African Americans have incredible purchasing power. Even, in the face of the harsh effects of the recession, black community spending has further energized the US consumer market. The Nielsen Company, the global information and research firm, has forecast that the purchasing power of African Americans will reach $1.1 trillion by 2015.

    As Marketingvox stated, “These consumers are hungry for authentic content; connect with brands that represent them rather than just nod at them; and are highly engaged with digital content and the mobile platform. ” So what does this mean for small enterprises target this community? In order to leverage the buying power of this community, you need to step up your game and stay in step with consumer behavior and digital marketing trends. Finally, be creative in the methods you implement to exploit the US black market.

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