Why Social Media Isn't 'One Big, Happy' Space for Multicultural Marketing

There are several marketing trends affecting African-Americans, particularly when it comes to social networks and online communities. According to Pepper Miller, founder of The Hunter-Miller Group, a research and consulting firm specializing in marketing to African-Americans, self-segregation exists in the social media space, and has a huge impact on advertisers. “You really have to understand who you are talking to,” she told Brandweek in a recent interview. Miller also discussed why engagement is a huge part of reaching black consumers, and she offered examples of some successful [and not so successful] ads targeting African-Americans. Excerpts from that conversation are below.