Marketing in a Multicultural World: From Niche to Core with Glory Alcántara

The New Mainstream Podcast

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The Agile Brand with Greg Kihlström®

1
#644: AI-augmented human recommendations for retail customers with Noah Zamansky, Stitch Fix 27:12

9 วันที่แล้ว27:12

ลิสต์เล่นในภายหลัง

ลิสต์

ถูกใจ

ที่ถูกใจแล้ว

27:12

We are here at eTail Palm Springs and seeing and hearing the latest and greatest in e-commerce and retail. Question: Do you need to choose between AI and human recommendations as a customer? Why not have both? After all, don’t each have their strengths? AI in the retail experience is all the rage these days, but today I’m talking with someone from a brand that has been incorporating AI-personalized experiences and shopping combined with expert human recommendations for over 14 years, and continues to innovate today. Today we’re going to talk about how AI-based personalization plus human creativity and input makes an amazing customer experience at Stitch Fix. To help me discuss this topic, I’d like to welcome Noah Zamansky, Vice President of Product and Client Experience at Stitch Fix. About Noah Zamansky Noah Zamansky serves as the Vice President of Product and Client Experience at Stitch Fix, where he leads cross-functional teams spanning Product, Design, Engineering, Algorithms, and Platform Development. A seasoned leader, Noah has a proven track record of shaping product vision and strategy, designing exceptional user experiences, and spearheading the launch of new business ventures. Before joining Stitch Fix, Noah held the role of Senior Director of Product Management at eBay, overseeing Fashion and Vertical Experiences. Resources Stitch Fix: https://www.stitchfix.com eTail Palm Springs: https://etailwest.wbresearch.com/ Connect with Greg on LinkedIn: https://www.linkedin.com/in/gregkihlstrom Listen to The Agile Brand without the ads. Learn more here: https://bit.ly/3ymf7hd Don't miss a thing: get the latest episodes, sign up for our newsletter and more: https://www.theagilebrand.show Check out The Agile Brand Guide website with articles, insights, and Martechipedia, the wiki for marketing technology: https://www.agilebrandguide.com The Agile Brand podcast is brought to you by TEKsystems. Learn more here: https://www.teksystems.com/versionnextnow The Agile Brand is produced by Missing Link—a Latina-owned strategy-driven, creatively fueled production co-op. From ideation to creation, they craft human connections through intelligent, engaging and informative content. https://www.missinglink.company…

ประมาณหนึ่งปีที่แล้ว 49:14

M4A•หน้าโฮมของตอน

Market research is critical here. Post-pandemic, marketers have leaned more heavily into qualitative and ethnographic research to understand consumers deeply — not just their product preferences but also their lived experiences and the issues they are trying to navigate – by uncovering insights that traditional surveys might miss. This allows the brand to determine how to solve their problems by connecting the dots for them.

Deeper insights also enable more sophisticated segmentation strategies beyond demographic factors. Evolving from standard acculturation models, which categorize consumers based on their time in the country or language preferences, to more nuanced approaches that consider cultural mindsets and value systems enables marketers to connect more authentically with diverse consumer groups, recognizing that cultural identity is complex and multifaceted.

On this episode of The New Mainstream podcast, Glory Alcántara, Director of Multicultural Marketing at General Mills, discusses the importance of understanding and integrating multicultural perspectives into mainstream marketing strategies.

137 ตอน

#Business #ThinkNow Research #New Mainstream

Marketing in a Multicultural World: From Niche to Core with Glory Alcántara

The New Mainstream Podcast

published ประมาณหนึ่งปีที่แล้ว

แบ่งปัน

M4A•หน้าโฮมของตอน

137 ตอน

#Business #ThinkNow Research #New Mainstream

ทุกตอน

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4 วันที่แล้ว51:37

51:37

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4 weeksที่แล้ว47:00

47:00

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39:25

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16 weeksที่แล้ว45:02

45:02

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17 weeksที่แล้ว33:55

33:55

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21 weeksที่แล้ว44:31

44:31

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24 weeksที่แล้ว39:36

39:36

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26 weeksที่แล้ว37:00

37:00

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29 weeksที่แล้ว37:17

37:17

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36:05

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34 weeksที่แล้ว45:22

45:22

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38 weeksที่แล้ว49:14

49:14

Marketing is both an art and a science, shaped by the experiences and perspectives of its practitioners. Initially, multicultural marketing was considered a niche or specialized area within broader marketing strategies. However, there has been a gradual shift towards integrating multicultural marketing into the core marketing approach. This shift involves incorporating multicultural perspectives into product development, pricing, placement and promotion—the four P's—ensuring these efforts are not isolated but integral to the overall brand strategy. Market research is critical here. Post-pandemic, marketers have leaned more heavily into qualitative and ethnographic research to understand consumers deeply — not just their product preferences but also their lived experiences and the issues they are trying to navigate – by uncovering insights that traditional surveys might miss. This allows the brand to determine how to solve their problems by connecting the dots for them. Deeper insights also enable more sophisticated segmentation strategies beyond demographic factors. Evolving from standard acculturation models, which categorize consumers based on their time in the country or language preferences, to more nuanced approaches that consider cultural mindsets and value systems enables marketers to connect more authentically with diverse consumer groups, recognizing that cultural identity is complex and multifaceted. On this episode of The New Mainstream podcast, Glory Alcántara , Director of Multicultural Marketing at General Mills , discusses the importance of understanding and integrating multicultural perspectives into mainstream marketing strategies.…

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40 weeksที่แล้ว41:29

41:29

The marketing landscape is evolving, driven by the rapidly changing demographics in the U.S. Today's consumers are culturally diverse, tech-savvy, and vocal about their needs and wants. Among them, to be represented authentically in advertising. For marketers, this requires a change in the paradigm, a move beyond general marketing strategies to embracing a multicultural marketing approach. Its effectiveness, however, hinges on the quality of the data driving the decisions. Enter contextual technology. This powerful tool allows marketers to delve into the nuances of cultural identity and consumer consumption habits, including understanding specific media channels, content preferences, and purchasing behaviors of multicultural audiences. This granular data empowers marketers to craft targeted digital advertising campaigns that resonate deeply. Artificial intelligence has impacted advertising, adding another layer of complexity as marketers navigate its use, contending with hallucinations and exploring unconventional sources of consumer insights, like synthetic data. But AI also brings about opportunities. By leveraging machine learning and rich contextual data, marketers can create hyper-targeted campaigns that speak directly to diverse demographics, such as Hispanic, Black, AAPI or LGBTQ+ communities. Ultimately, embracing multicultural marketing with the support of contextual technology isn't just about driving sales; it's about building a future where everyone feels seen and valued in the media they consume. On this episode of The New Mainstream podcast, Tony Gonzalez , CEO & Co-Founder at Mundial Media , shares how contextual technology can build deeper connections with diverse audiences to drive brand engagement.…

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Authenticity Matters: Why Market Research Needs Diversity to Connect with Black Consumers with Dawn V. Carr 37:45

43 weeksที่แล้ว37:45

37:45

Black Americans, comprising about 14% of the U.S. population, wield significant economic influence, with buying power surpassing $1.5 trillion. Their cultural impact is equally undeniable, shaping everything from music and fashion to cuisine and beyond. Yet, generally, brands fail to invest in the market research needed to truly understand the complexity of this demographic. Like most multicultural consumers, Black Americans are not a monolith. Within this group are subcultures that extend far beyond skin tones and hair textures to differences in culture, countries of origin, geography and language. Beyond demographics are psychographics, right? Traumatic events like George Floyd's death deeply affected many Black consumers, prompting shifts in their brand interactions. Despite these challenges, there's a growing interest among brands in understanding and serving Black consumers, particularly Gen Z. Authenticity emerges as a crucial factor, with Black consumers seeking brands that acknowledge them, invest in their communities and empower them. However, the lack of diversity within the market research industry remains a glaring issue, jeopardizing efforts to engage this consumer group. The failure to build diverse and inclusive teams hinders authentic insights and decision-making processes, leading to tone-deaf marketing campaigns and underwhelming customer experiences. Brands that genuinely understand what Black consumers like and build real connections with them will discover a vast, hidden market just waiting to be explored. In this episode of The New Mainstream podcast, Dawn V. Carr , CEO and Founder of Mahogany Insights , discusses the importance of increasing diversity within the insights industry and how it can lead to more meaningful connections with Black consumers.…