Meet the Expert
Clayton Banks
Executive Producer, Ember Media Corp.
- More than 20 years experience consulting with clients seeking to engage multicultural audiences through digital technology and social media.
- Clients have included MTV, Discovery Networks, Scholastic, United Technologies, Denny's, The Employment Channel, the Greater Talent Network.
- A leader of efforts to transform Harlem into a center for technology innovation as a way to bring tech companies and startups to upper Manhattan.
- 10 years experience as a cable network executive with Showtime Networks, the Sega Channel and Comedy Central.
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Multicultural Marketing and Communications
Executive Producer, Ember Media Corp.
Defined Terms
- Demographics
Characteristics such as age, income, and educational level that can be used to identify broad market segments and anticipate consumer behavior patterns. Demographics focuses on the external qualities, such as income ( "an upscale demographic") or age ("a young demographic"). By comparison, psychographics focuses more on the personality and psychology of a certain population segment. This is where you get terms like "early adopters" and "thought leaders".- Digital devices
- A term most often used to describe "connected devices" such as laptops, smart phones or tablets that can communicate via cellular or wifi technology. In truth, most of us actually use many other "digital devices" on a daily basis, from watches to automobiles.
- Digital media
- Any media that can be encoded and shared via internet to computers and other digital devices. Digital media includes social media as well as all the other forms online information.
- Ethnography
- The study of how various digital devices are used in different ways by different segments within a community. For instance, a teenager may regularly use their smartphone to watch YouTube videos, send texts, and check Facebook. Their parents may use their smart phone for texting but only watch a YouTube video on their laptop or via a device that connects the laptop to their big screen TV.
- Hyper-marketing
- Highly targeted marketing to a very specific niche market. Also known as "micro-marketing".
- Micro-marketing
- Highly targeted marketing to a very specific niche. Also known as "hyper-marketing".
- Psychographics
- The psychological trends that characterize a market segment. Geography, gender, ethnicity, lifestyle, values, and belief systems all play a role. This is a more detailed analysis than demographics. Psychographics seeks patterns in behavior based on personality and psychology.
- Segmentation
- The identification of specific groups within a certain overall market based on more detailed analysis and differentiation.
- Social Graph
- A detailed profile of a group of people who share a certain set of interests or experiences. A social graph can be accomplished by studying a small sample group and then be used to target a wider market of individuals with the same interests and experiences, and likewise the same "graph."
- Social media
- Interactive online virtual "gathering places", where participants connect to send messages, share ideas and opinions, post images and information, to collaborate on a project, or play an interactive game. Examples include Twitter, Facebook, YouTube, Google+, Instagram, Pinterest, LinkedIn, Wickipedia, Words with Friends and World of Warcraft.
- Total market
- A "one size fits all" marketing approach that is increasingly obsolete. Often associated with iconic brands that came of age in the last century before the advent of the internet.
Multicultural Marketing and Communications:
Defined Terms
Expert Topic