The digital marketing landscape is constantly evolving with innovative technologies, platforms, and strategies. As we enter 2024, I have taken the liberty to synthesize and simplify several key trends that will shape digital marketing over the next year and beyond. I do want to give credit to the esteemed marketing experts I had the honor of moderating at a recent SEMpdx future panel event for inspiration regarding a few of the trends. Here are eight notable digital marketing predictions and trends to help marketers prepare for the road ahead:

Thought Leadership Gains Traction with SEOs
With an increasing focus on optimizing for Google’s E-E-A-T, a component of Google’s Search Quality Evaluator Guidelines (SQEG) recently, 2024 will see an explosion of interest and focus in brands partnering with thought leadership to create high-ranking content. Google’s SQEG focus on Experience, Expertise, Authoritativeness, and Trustworthiness is best addressed by brands whom engage with subject matter experts that regularly speak, write and secure press mentions. This is particularly exciting for me, as a digital marketing thought leader for 28 years. For more information, check out the Moz SEO Content Predictions blog post for additional detail and validation.

Humans and Computers Swap Roles
Historically, humans have used MarTech to augment marketing content, search engine optimization and other disciplines. With AI evolving significantly in the past two years, the roles will reverse, where humans will increasingly augment marketing processes in 2024. AI will now take the lead on identifying topics, then creating and optimizing content while humans will play an essential role in providing uniquely human narrative that is also consistent with the brand message framework and ensuring both consistency with voice and integration with an overall omnichannel strategy. Additionally, humans will need to diligently verify and fact-check AI-generated content, to identify and eliminate any hallucinations that may create legal or ethical liability.

Artificial Intelligence Optimization (AIO) Will Gain Awareness and Credibility as a Marketing Discipline
Playing off the previous prediction of AI driving key marketing activities, humans will evolve into guides, editors, and advisors to AI. Enter AIO, a new and evolving discipline at the intersection of AI prompt engineering and marketing prowess, ranging from copywriting and search engine optimization (SEO) to email marketing, graphic design, advertising and landing page optimization. In a broad sense, successful copywriters, developers, and designers will evolve into AI-savvy editors who create something new, unique, and valuable upon a foundation created by machine learning tools. Marketers that embrace AIO in their digital strategy are blazing a trail in 2024, not just keeping up.

Marketers will Become Developers
With the increasing adoption of low-code platforms like Mendix, Appian, and Microsoft Power Apps, to rapidly develop applications, anyone can be a developer without knowing a line of code. Similarly, workflow automation platforms Zapier, Integrately, IFTTT and HubSpot Operations Hub make automating standardized, repetitive processes easier than ever. When it comes to AI, anyone can now create a custom chatbot using OpenAI’s GPT builder. Combining these robust platforms enables marketers to create a wide variety of tools to automate, streamline and improve marketing. With an ability to rapidly and affordably create tools that enhance the customer experience (CX), marketers will see improved conversion rates.

With Help from AI, Marketers Will Effectively Target User Intent to Increase ROI
While predictive analytics, personalization, localization, and semantic search focusing on user intent have been available to marketers for two decades, the rapid growth and evolution of AI created new opportunities by synthesizing these capabilities into affordable solutions. Since Google incorporated BERT (Bidirectional Encoder Representations from Transformers) in its search system in October 2019, marketers have seen the benefits of optimizing for context over keywords. AI takes that to a new level by analyzing mounds of data and provides the opportunity to recommend (if not display) personalized content to target audiences throughout the customer journey. AI will help copywriters, SEOs, advertisers, email marketers and web developers create highly curated user experiences based on intent, in real-time, dramatically impacting ROI.

Google Will Shift Focus to Ecommerce as SGE Evolves
As Google continues to roll out and refine its Search Generative Experience (SGE) to the public in 2024, there will be a natural reduction in traffic to high-ranking websites and ads currently displayed in search engine result pages (SERPs). To offset the projected revenue loss, Google will focus heavily on optimizing ecommerce functionality and further personalizing search results to better monetize the customer journey in search and better position against competitors like Amazon, which is the most popular starting point for product searches. Social platforms are also aiming to take away search market share and evolve their own ecommerce capabilities. Brands should look for new opportunities to target searchers with enriched product listings that streamline the shopping experience by integrating with shopping feeds, marketplaces and ecommerce websites.

Social Search Will Continue to Erode Google’s Search Market Share
Although Google will continue to hold a majority market share in terms of consumer search, alternate platforms will continue to erode market share. Amazon overtook Google as the most popular platform for product searches years ago, and the trend will continue. Increasingly, consumers have started informational searches on social media platforms including YouTube, TikTok, Pinterest and Reddit. This shift will force SEO professionals to look beyond Google to social media platforms and content optimization. Keep in mind social platform content optimization should include all form factors, from video (vertical and standard), images, audio and of course, text. A deep understanding of each platform’s algorithm will be required in 2024 and beyond.

Marketing Will Return to The Fundamentals
With AI proliferating all aspects of marketing, including lazy marketers’ focus on generating reams of low-quality content, consumers and search engines alike will become jaded and trust will be lost. To combat the deluge of unoriginal content, smart marketers will revisit the most effective (albeit old school) marketing techniques, leading with compelling storytelling via authentic voices. While ChatGPT can create logical stories on-the-fly, a competent marketer can craft a truly memorable and meaningful story that is unique, relevant, and actionable. Forward-thinking brands will focus on conversational content and marketing, leveraging not only remarkable stories but AI to help refine targeting and personalization (rather than the other way around).

Over the past two-plus decades, I have seen and experienced significant shifts in how humans seek information, communicate, and collaborate, thanks to the Internet. However, AI is a far more impactful evolution that will change human behavior in profound ways well beyond streamlining marketing. With tremendous power comes responsibility and I believe myself and my fellow marketers must be diligent in our monitoring and use of AI-generated content. Despite ethical, moral, and legal challenges we must navigate in the years to come, AI is by far the most exciting tool we have at our disposal, and it should be leveraged to create more effective marketing in 2024 and beyond.

The post 2024 Digital Marketing Predictions including SEO, SEM, and Social Media Trends appeared first on SEMpdx.

Localized Marketing will go Global and Globalized Marketing will go Local
As evolving tools and technologies lower the barriers to remote work in a post-COVID world, businesses will no longer be constrained by geographic barriers, both in terms of recruiting talent and adding new customers. Marketers who understand that the New Normal is a decentralized, global village will have an advantage. That includes both localized targeting for messages to resonate at a community level, as well as global outreach based on interest, expertise, and need. This trend will bode well for Account Based Marketing (ABM) and Account Based Sales (ABS) strategies, where a named account approach drives targeting and messaging by business-to-business (B2B) organizations.

Zoomers will Replace Boomers
Generation Y (Millennials) is maturing, raising families, and buying homes. Meanwhile, Generation Z (Zoomers) is a growing audience for brands. The purchasing behavior for both is remarkably different than any prior generation, especially for Generation Z. In business, as Boomers retire, Millennials are rising in the ranks and are moving from influencers to decision-makers. Messaging will need to be revised to resonate with younger audiences that value aligned purposes, including sustainability, transparency, diversity, and inclusion. Additionally, brands that help simplify the overwhelming choices younger generations have when making decisions, will convert more new customers. In 2023, we expect to see a massive shift in targeting, market messaging, and channel mix.

Google Search Will Expand its Capabilities to Support Online Shopping
Over the past two years, Google has significantly improved its ability to support the needs of online shoppers. Google’s Shopping Graph was the first major update that centralized all of the components of a well-balanced shopping experience such as reviews, pricing, and sellers. As a result of the pandemic, Google also made it entirely free for businesses to sell products on their platform by eliminating their commission fees. Now, the latest update to Google search includes a buying guide that offers additional product details within a drop-down menu, giving users all of the information they’re looking for in one simple step. All of these advancements, combined with the horsepower of Google MUM, validates our expectation that Google will continue its online shopping evolution.

SEO will Expand to Social Media Platforms
As mentioned above, younger generations are becoming the new target audiences for brands. According to the New York Times, Gen Z is not adhering to the traditional method of using Google for research. In fact, about 40% of those who belong to the younger generations will go to TikTok or Instagram to conduct their research. Whether the search is for a new restaurant or a how-to video, Gen Z is leveraging social media platforms to find what they need. Social media algorithms are not only incredibly successful in providing tailored feeds to their users, but real people are providing the information. In order to connect with younger generations, traditional SEO is going to expand outside of standard search engines and into popular social platforms.

Google Ads will become more about Asset Management and less about Detailed Optimizations
Years ago, Google Ads users’ day-to-day work was surrounded by making minor changes to bids, keywords, and a number of other factors to outperform competitors. As time has gone on, Google has taken these tasks off of marketers’ plates and introduced things like smart bidding and performance max campaigns. This has shifted the focus of Google Ads professionals from these minor optimizations to fueling Google’s learning algorithms with information. Moving into 2023, we predict these features will be more critical than ever as Google moves to further promote its new Performance Max campaigns, broad match keywords, and new features to manage assets Google has to work with. This includes a better recording of conversion data, managing product feeds, and adjusting ad assets such as images and text. Google Ads professionals that can make this shift will be able to make the most of Google’s machine learning and optimization opportunities.

TikTok Will Emerge as a Prevalent Music Streaming Platform
In a recent article from TechCrunch, it was revealed that TikTok’s parent company ByteDance is anticipating the release of a music streaming/sharing service. In recent years, TikTok has proven to be one of the most highly-downloaded social media applications and has increasingly closed the gap between itself and other powerhouse platforms like Facebook Messenger and Instagram, in terms of monthly average users. In fact, Millennials and Zoomers are particularly active on the platform. They’re using it to discover new ideas, share entertainment, short-form education, funky dance moves, and more. Trending memes, challenges, and audio clips are already commonplace in the lexicon of the platform. It is within the realm of possibility that this music service, leveraged alongside TikTok’s already-growing popularity, will be used to create everyone’s New Year’s playlists for 2024!

BeReal will Become Real for Marketers
An article from the Business of Apps identifies that BeReal is one of the fastest-growing social media apps today. Data analysis showed that with a staggering 7.67 million users, the app has increased by over 315% since the start of 2022. BeReal focuses on genuine, raw, and unedited content that users crave while using other highly-edited social media platforms. It even gives businesses the opportunity to showcase an authentic side of their company using this platform. Although BeReal does not offer advertising options at this time, companies like Chipotle have embraced the app by offering a free meal to the first 100 customers who used the coupon code posted on their BeReal account (source: Influencer Marketing Hub). BeReal also opens an entirely new market for influencers and user-generated content, so brands targeting younger audiences will jump on the opportunity to reach this fickle demographic in 2023. Yes, we know TikTok has nearly identical functionality, but that platform doesn’t encourage people to “be real,” and we feel that is what people are going to want and need in the years to come.

UGC will Evolve from Content to Commerce Channel
User-generated content (UGC) has been around since the advent of dictionaries and early 1990’s Internet user groups. In more recent years, UGC has grown in popularity with the explosive growth of social media usage. 2023 will be the year UGC pivots to mission-critical status with established brands. No longer a marketing gimmick or experiment, UGC will become an essential component of digital (and increasingly analog) content marketing programs. Marketers will formalize programs dedicated to identifying, harvesting, and curating quality content created by customers, employees, fans, and influencers. Beyond social media posts, look for content creators to co-create content for websites, email, traditional print, broadcast, and even product packaging. Nike’s new Swoosh web 3 experience is an early example of what is possible co-creating with fans. With advanced measurement, Web 3, and AI, brands will be more easily able to organize and measure the impact of UGC content, with the ideal outcome being a compensation program. Whether leveraging standard affiliate or loyalty programs or exploring a web 3 solution involving crypto or NFTs, content creators will evolve into a critical content marketing source.

Marketing will get Very Personal
It has been stated that efficiency, convenience, knowledgeable and friendly service, and easy payment options are what people value most in their customer experience, and we predict that a more personalized customer-based experience that is tailored to customer needs will become even more important. In 2023, platforms will automatically generate ads and highly curated content for each individual user, giving everyone a unique browsing experience. Google ads will be replaced by AI’s machine learning, transforming the concept of behavioristics and how people search by replacing active human involvement with their AI companion equivalent, directly feeding users the content that the AI brain created.

AR/VR Will Evolve into a Standardized Component of Remote Meetings
With the introduction of Meta Quest Pro, we expect a significant increase in conference calls utilizing virtual reality (VR) and augmented reality (AR). VR will allow attendees to interact as if everyone is in the same physical space, and using VR headsets will provide an opportunity to collaborate in the virtual realm without the cost and inconvenience of travel. Using VR will help you feel as if you are established in the environment; it allows for the ability to move and interact with people that you couldn’t with a web or phone conference call. For example, new VR meetings can have realistic faces of attendees and where you sit affects what you can hear or see, while the additional functionality of having a virtual computer at your fingertips provides additional interactivity and functionality that is not available in a traditional conference room.

AI Will Become One with Us
2023 will prove to be a breakout year for artificial intelligence (AI), for marketers and consumers alike. We’ve all seen what AI can do to improve searches on Google in the past few years, but the technology is now providing compelling learning, collaboration, and marketing experiences. For example, as consumers use the Google Lens app and phone camera to understand objects in their environment, Google’s technology will automatically create customer ads relating to the object and offer in-app purchase options for advertisers. AI is also beginning to show significant promise in areas we once designated as being uniquely human. For instance, AI-powered art has won awards, and AI writing tools like Jasper AI are regularly providing significant assistance to copywriters in both content creation and editing. Even if you’re not employing a designated tool, you can already see this technology moving into mainstream platforms like Gmail via writing suggestions. As organizations like OpenAI and others continue to invest in this space, we’re likely to see adoption increase substantially in 2023.

So there you have it… 11 predictions from across the marketing ecosystem that we believe will impact your business and customers in 2023. For more updates on digital marketing trends, visit our blog. Feel free to share your thoughts in the comments section below, both about our predictions as well as yours! Market safely!

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On January 11th, I was honored to participate in a panel of esteemed digital marketing colleagues, hosted by SEMpdx. The title and theme of our panel was “The Future of Digital Marketing” (2022 Edition). My fellow panelists included: Tricia Davis-Payne with Webfor, Anna Madill with Avenue, Mike Rosenberg with Veracity and Shuree Jones with Rain the Growth Agency. The conversation was lively and insightful to the degree I felt obligated to share highlights and supporting articles. I hope you find these resources helpful in planning your 2022 digital marketing initiatives.

2021: What did we see and learn as search engine marketers?
• Influencer marketing is here to stay. All panelists agreed. If you don’t have a program in place, check out this article: Influencer Marketing Strategy Best Practices, Tips and Trends
• Voice search has yet to gain the traction we all expected, but it still has tremendous potential for knowledge-based industries. Learn more here: Best Practices for Voice Search and Position Zero Optimization Strategies
• Virtual and hybrid events are the new normal. If you haven’t built these events into your marketing, or haven’t marketed them effectively yet, check out this article: Leveraging Virtual Events to Engage Customers & Prospects
• NFTs, blockchain and cryptocurrency generated significant buzz last year, but how can brands and digital marketers take advantage of the emerging technology? This article sheds light: How Brands Can Use NFTs to Engage Consumers and Generate Revenue
• One theme that has only increased in intensity is the needs for brands to be socially and ethically responsible, or they risk losing customers. If you haven’t invested the time to understand this powerful buying behavior, this article may offer insights: How to market to the ethical consumer: 6 effective marketing strategies
• One of the more contemporary trends that impacts marketers and employers is The Great Resignation. It’s not a question IF you’ll be personally impacted, but WHEN. To learn more about what The Great Resignation means and how to mitigate employee exodus, check out this article: How to manage during The Great Resignation
• Another trend we’ve seen and will continue to see in 2022 is a renewed focus on the creation and optimization of multimedia content, including images and video. To learn more about video marketing optimization fundamentals, this timeless article is a good starting point: The Ultimate Guide to Video Marketing on YouTube

2022: How can we help businesses be more successful in the year(s) to come?
• While SEMpdx is rooted in search engine optimization (SEO), a majority of the topics we covered in our session fell outside of that core discipline. The one exception, however, was the prediction that Google’s Multitask Unified Model (MUM) will be a major factor in search rankings in 2022 and beyond. To read more about Anvil’s thoughts on MUM and other digital marketing trends, check out this SEMpdx blog post: 2022 Digital Marketing Predictions
• The moderator asked me to kick off the conversation about 2022 predictions, so I opened with my favorite prediction about ‘metaverse’ being the buzzword of 2022. Virtual reality (VR) worlds may not be ready for prime time, but marketers need to have a POV and start planning today. For more insights, check out this post: Marketing in the Metaverse
• Another hot button of mine and that of the Anvil team in 2022 is a deeper integration between paid and organic keywords and supporting search marketing strategies. While I’ve extolled the virtues of SEO & PPC integration for over a decade in my PSU SEM Workshop, it was refreshing validation to hear it directly from an SEO guru in a recent Anvil Brown Bag with Wil Reynolds of Seer Interactive. This article sheds additional light on the peanut butter and chocolate of organic and paid search – Search incrementality: How paid and organic work together for better performance
• Due to the loss of third-party cookies thanks to Apple’s new OS, brands and advertisers are scrambling to produce alternative targeting options. One trend that has blossomed in late 2021 and will continue to bloom in the years to come is the idea of leveraging first-party data and reselling access to third parties. Big box retailers outside of Amazon, Target and Walmart are adding retail ad networks to their revenue streams. Learn what brands like Lowe’s, Macy’s and Kroger’s are doing from this article before you take the leap yourself: We Can Have Retail Media Networks And Privacy: 4 Principles
• One hot topic with the panelists is the growth of short-form video as a marketing tool in 2022 and beyond. TikTok is now a more popular domain than Google. Instagram and other short form video options on platforms like Facebook and YouTube validate that the format is here to stay (or return, if you remember Vine). To learn more about emerging short form video trends, read this article: 6 Short-Form Video Trends Online Marketers Should Watch in 2022
• On the other side of short-form video is live-streaming and its sister, live shopping. What began as a buzzword in 2021, live shopping has evolved into a viable ecommerce platform play in 2022. One part influencer, one part unboxing and one part ecommerce, live shopping provides brands new ways to reach consumers in a post-pandemic remote-shopping world. Evaluate your options by reading this article: Live Shopping Is Making A Comeback: Here’s What Your Business Needs To Know Now
• Due to the relative short panel duration, we weren’t able to cover all digital marketing trends or get too deep in any one prediction. As a result, I felt it would be prudent to share additional concepts and supporting articles for more context. These are just a sampling of the most topical trends to consider in 2022 that we didn’t get a chance to cover during the panel session:
o Five marketing experts share their 2022 trends
o Explore the top trends of 2021 according to Google Search
o Looking ahead: nine trends that will steer marketing in 2022
o Google’s Guide to User-Generated Content
o Ecommerce Trends: Social, BNPL & BOPIS
o Five Proven Ways to Pandemic-Proof Your Business

While we as panelists had less than an hour to share our thoughts and answer questions, the event was packed with insights. I recommend attending future SEMpdx events and joining as a member, if you agree with me that the ROI of membership is outrageous. Feel free to share your thoughts on 2022 marketing trends or react to our predictions in the comments section below.

The post SEMpdx Panel Event Recap: 2022 Digital Trends and Marketing Predictions appeared first on SEMpdx.

The Metaverse will evolve from distraction to (virtual) reality for brands
While many believe Facebook’s rebrand as Meta and focus on the metaverse is a strategic distraction from bad press fueled by the Facebook Papers, we believe at Anvil that its horsepower, deep investment in the metaverse, along with additional investment by other major players like Microsoft, will inspire many brands to dabble in the virtual world in 2022. While consumers maybe a few years from caring about the metaverse, early adopters will embrace the novelty and utility. We’re hoping that the 2022 iteration of the metaverse is more than just a glorified Second Life.

Web 3.0 will become ubiquitous
Consumers’ concern over data security and creating a safer online environment to share personal data will be driving forces that fuel the growth of Web 3.0 technology in 2022. The evolution of blockchain technology in particular will provide a safer user experience (UX) for consumers, where they will feel safe sharing first-party data and know exactly how third-party platforms are using personal data. Combined with improved AI functionality, semantic metadata and 3D graphics – Web 3.0 will deliver an improved and better UX for all users. As full data transparency is on the horizon, this will accelerate the transition and put control of data back to where it belongs – the user.

Video marketing will become a vital part of any online marketing strategy
Consumers rely increasingly on the video to make decisions about the products they are buying. Video platforms like YouTube, Facebook, and TikTok feature live streams, unboxing, and testimonial product videos, which are going to gain popularity in 2022. As a result, video optimization and advertising on TikTok and YouTube will be increasingly necessary. Google has also rolled out structured markup features like clip markup which help users find important individual parts of videos, increasing the need and value of optimization for commerce. Using new and emerging markups on a brand’s most popular videos will help to improve user experience and Google’s ability to digest and index the video content.

MUM will strengthen Google’s ability to understand more complex searches
Google is always working to get users quicker, more seamless access to information. MUM, or Multitask Unified Model, uses AI to formulate an understanding of the context behind searches and will have a greater influence on search results in 2022 and beyond. Google recently demonstrated how MUM works, showing that search results would attempt to fully answer a search query with text, imagery, maps, and more. With MUM, content strategies will need to provide unprecedented depth, in order to provide searchers with all the information in a single result. The days of providing only topical information on a given webs page in order to gain organic visibility in target searches are numbered.

OTT will gain traction as ad targeting options decrease
Security and privacy demands are creating problematic limitations with third-party cookies and data tracking. Facebook, Apple, and Google Chrome are limiting data collection capabilities. Social media and search engine platforms will become much more generalized, with decreased targeting capabilities. Ad platforms will eliminate audience targeting, limiting advertisers to first-party data collection. These changes will encourage more brands to explore connected TV, podcasts, and platforms like Spotify that have their own internal marketing platform where the user controls what content they want to see. Products like Google’s smart TV and the new Roku TV are allowing viewers to stream content and enjoy gaming, utilizing click-to-buy on-screen ad placements. Smart TVs will be getting smarter with shopping from your own home with enhanced OTT streaming advertising options.

More businesses will move to DTC eCommerce
Due to the pandemic, businesses ranging from psychiatrists to car dealerships have begun marketing and selling products and services direct-to-consumers (DTC) on their websites. Companies are tired of losing profit by selling wholesale to distributors and evolving technologies have made eCommerce approachable to even the smallest business. Even larger retail chains are starting to focus more on DTC eCommerce, limiting physical store locations, retail footprints, and headcount. Brands like Nike are limiting distribution of its footwear and apparel so they can sell more direct and other brands will follow suit in 2022. The additional margins gained by DTC eCommerce sales can be reinvested in digital marketing to further increase profitable revenue. We predict brands will sell on select marketplaces (like Amazon, Walmart.com, and Target.com) to augment reach and revenues, but will still rely primarily on DTC.

More companies will offer retail media networks leveraging first-party data
With the impending loss of third-party tracking cookies in 2023, companies and marketers alike will be exploring new opportunities to reach prospective customers. Companies such as Target, Walmart. Recently, Lowe’s launched its own media network, allowing advertisers to utilize its company’s first-party data and reach customers as they shop online. As the pandemic accelerated the adoption of online shopping, we expect retailers will offer additional advertising opportunities on digital storefronts in the coming year.

Third-party cookie data will begin to sunset itself
With the anticipation of platforms eliminating third-party cookie data, marketers are forced to produce workarounds. Even though Google has pushed out its third-party data sunset date to the end of 2023, users and businesses have been preparing for the loss of critical targeting data with various workarounds, including the increasing use of first-party data. With Google failing to find a viable solution that meets everyone’s needs thus far, we predict there will be some sort of industry compromise by mid-2022, resulting in third-party data naturally sunsetting by year’s end on most popular platforms.

Influencer marketing will fuel sCommerce
Influencer marketing has gained notoriety within the digital marketing ecosystem as an essential strategy in the past few years. At Anvil, we believe the next evolution for influencers is to become the foundation for successful social media eCommerce (aka sCommerce) in 2022. In addition to important metrics such as engagement rates, influencers will be commonly compensated based on a commission structure related to conversion rates (leads or sales). With a greater focus on performance metrics, influencers will achieve a higher level of credibility with brands. Micro-influencers will rise significantly in popularity due to their accessibility to small businesses and the appeal of being able to target nuanced audiences. Retail eCommerce brands invest in direct shopping formats on popular social platforms, including TikTok.

Multicultural representation in marketing will continue to increase in importance
The digital age, accelerated by COVID-19, has created a world that is more interconnected than ever before. The term “global village” carries increased weight as even extremely remote areas see mobile device use continuing to reach saturation point. The success of international content breaking into the US mainstream has also led to an acceleration in engagement and demand for global representation. South Korea’s Squid Game on Netflix is the latest example, following the Spanish global hit Casa de Papel (Money Heist). With content publishers leading the way, brand advertisers will follow suit, developing new strategies to maximize the relevance of multicultural inclusion within marketing messaging, including messaging from the US’s own backyard.

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