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Global Advertising Strategies başkanı Larry Moskowitz; Amerikan markalarının, Amerika’nın kilit müşterilerine ulaşabilmeleri için, uluslar arası medya kanallarından yararlanmanın avantajlarını anlatıyor.
DirectTV, Western Union, UBS PaineWebber ile çalışan Larry Moskowitz’in 8 yıllık pazarlama ajansı; zengin, teknolojiyi yakından takip eden multikültürel Amerikalıklara, Amerikan Televizyonları ve web sitelerinin dışında kalan kanallar ile ulaşmayı tercih ediyor.
41 yaşında olan Moskowitz, Vidal Sassoon, Oil of Olay, Merrill Lynch ve MTV’nin halkla ilişkiler ve pazarlama işleri için 10 yılını Çin ve Tayvan’da geçirmiş. Moskowitz, Adweek’den Joan Voight’e; multikültürel kişilerin neden Wall Street Journal yerine yabancı web sitelerini tercih ettiklerini anlatıyor ve onların seçimleriyle ilgili yorumlar yapıyor.

Şu ana kadar Amerika’daki multikültürel pazarlama, ABD’de yaşayan Afrika, İspanya ve Latin Amerika kökenli Amerikalılar ve Asyalılar üzerine odaklanmış. Siz Multikültürel Pazarlama 2.0 yaklaşımı üzerinde duruyorsunuz. Peki, siz kime odaklanıyorsunuz?
Geleneksel multikültürel grubun yanı sıra, diğer ülkelerden Amerika’ya gelmekte olan yeni bir grup var. Bu kişilerin gelir seviyeleri ve eğitim düzeyleri oldukça yüksek; kendi ülkelerine gidip geliyorlar ve ülkeleriyle sürekli iletişim halindeler. Bunların çoğu, Polonya, Rusya, Hindistan ve Arap ülkelerinden gelen birinci nesil göçmenler. Toplamda yaklaşık 15 milyon nüfusa sahipler ve bu da Amerika’nın yaklaşık %5-7’si ediyor. Bu grubun içinden, Hindistan ve Güney Asya ülkelerinden olanlar oldukça hızlı artan bir etnik segment. Pazarlamacılar “Bu ürünleri kimler kullanıyor?” diye soruyorlar. Cevap, sürekli artmakta olan bu etnik segmentten birçok insanı kapsıyor.

Bu göçmen grubun medya alışkanlıkları, Amerika doğumlu tüketicilere göre nasıl bir değişiklik gösteriyor?
Genel olarak bu göçmen grup, kendi ülkelerinin internet sitelerini ve televizyon kanallarını düzenli olarak takip ediyorlar. Ayrıca, kendi ülkelerinin vatandaşlarının yaşamakta oldukları ülkelerin de medyalarını takip ediyorlar. Örneğin Hintliler ve Polonyalılar, İngiliz medyasını düzenli olarak gözden geçiriyor. Örneğin, benim Tayvanlı üvey kardeşim aynı alışkanlıklara sahip. O, 30’lu yaşlarda, Silikon Vadisinde çalışıyor, çok iyi derecede İngilizce konuşuyor ve Amerikan üniversitelerinde iki tane master derecesi var. Bir saatlik boş vakti varsa, Amerika’nın haber kanalları yerine; Çin’deki World Journal’ı okur, televizyonda Mandarin Evening News’i izler. Bir Amerikan markasının ona ulaşabilmesi için The Wall Street Journal yerine, Çin medyasını kullanması daha kolay bir yoldur.

En global araçlardan biri olan İnternet onların medya ve iletişim alışkanlıklarını ne derece etkiliyor?
İnternet onlar için çok önemli. Bu tüketicilerin eğitim düzeyleri çok yüksek ve dijital çağda doğdular. Birçoğu, bizim Amerika’da sahip olduğumuzdan çok daha hızlı İnternet erişimine sahip ülkelerden geliyor. İnternet onların ülkelerine olan özlemlerini azaltıyor ve tüm dünyaya ulaşmalarını sağlıyor.

Bu ülkelerden gelen ikinci nesil göçmenlerin medya alışkanlıkları nasıl farklılık gösteriyor?
Bu kişiler genelde Amerikan medyasından yararlanıyorlar. Bir kısım azınlık ise, hala kendi ailelerinin ülkelerinin modasına, eğlence tarzına ve kültürel alışkanlıklarına ilgi duyuyor. Ve bunlar için de, Amerikan medyasının dışındaki araçları kullanıyorlar. Artık %100 Amerikalı olmak veya ülkenizin kültürüne yakın durmaya çalışmak bir çelişki olarak görülmüyor. Global ekonominin, uluslar arası kimliği bir avantaj olarak görülüyor ve internet de bunu destekliyor.

Pazarlamacılar bu multikültürel göçmenlere nasıl ulaşabilirler?
Bu yabancılar geniş bir medya alanını kullandıkları için, pazarlamacılar da bu kilit müşterilere yeni ve daha etkili yollarla ulaşabilme imkanı buluyorlar. O yüzden bir Rus veya Hintliye The Wall Street Journal ‘dan veya Amerikan web sitelerinden ulaşmak yerine; Hindistan veya Rusya medyası kullanılmalı. Aynı Hintli milyonere Robb Report’dan veya Hindistan televizyonu Zee TV’den ulaşılabilir. Hem de Zee TV’den ulaşmak, Amerikan medyasından ulaşmaktan çok daha ucuzdur. Dell veya Unilever gibi büyük şirketler, Hindistan veya Rusya için reklam yapıyorlar; Amerika’daki göçmenler için yapmaları gereken sadece o reklamları buraya adapte etmek. Bu oldukça kolay bir şey.

Sizce Amerika’nın büyük markaları için en büyük Multikültürel 2.0 dersi ne olabilir?
Amerika’yı keşfetmek, düşündüğünüzden daha zor. Burası global bir dünya ve multikültürel tüketicilere diğer segmentteki tüketiciler gibi davranılmalı. Onlara ulaşmak düşündüğünüzden daha kolay; giriş yapmak için sınıf engelleri çok az. Tüketicileri tanımlayın ve onları bulabileceğiniz medya kanallarını belirleyin. Genelde pazarlamacılar, hedef kitlelerinin geleneklerini ve kültürel miraslarını anlama konusunda hiçbir şey yapmıyorlar. Fakat bu, multikültürel pazarlama 1.0. Artık olay bununla ilgili değil.

Hangi Amerikan endüstrileri, bu pazarlara girme konusunda ilk sırada?
Telekominikasyon şirketleri, gayrimenkul şirketleri ve sigorta şirketleri.

Peki siz kişisel olarak bu göçmen pazarın bir üyesi misiniz?
Ben üçüncü nesil bir Doğu Avrupalıyım. Babam Rus bir aileden, annem ise Polonyalı bir aileden geliyor.

kaynak : Larry Moskowitz ile Röportaj

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