The Importance Of Total Marketing In Canada

Before multicultural was a buzz-word, Canada still had ethnic population, fueled by immigration that had led to one in five foreign-born residents by 1911. Since then, multicultural marketing has come a long way – a mature discipline in its own right that has contributed significantly to the understanding and inclusion of ethnic consumer segments in corporate, brand and even public sector communications.

Recent data from Statscan research revealed some interesting statistics and projections, most striking of which was that in the next few years, half the Canadian population would be foreign-born. With 1 in 2 people in metro cities like Toronto, Vancouver and Montreal already of ethnic origin, multicultural Canada is quickly merging into …show more content…
In fervent rush to embrace total marketing, some brands have merged multicultural and mainstream on either the pretext of harmonizing communications or on unsubstantiated assumptions that certain ethnic segments - such as the South Asians - are wholly tuned to mainstream language. Yet, ethnic communication extends beyond strict definitions of language, race and ethnicity, and encompasses deep cultural nuances and triggers. Perhaps integration in total marketing is a largely misinterpreted concept. It does not mean shedding of the ethnic component; rather this integration is all-inclusive – infusing the main brief with cultural insights and recognizing needs of consumers across the board without homogenizing communication between the brand and its audiences. Messaging that is culturally inclusive in every content, campaign and promotion is the essence of a total marketing strategy. In fact, total marketing approach transcends external communications. It includes ensuring that internal and external teams are also reflective of the Total Market. Without diverse people, perspectives and cultures driving communications, there is risk of marketing programs missing the mark or failure to capitalize on potential