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.