Micro Cultural Insights Deliver Hyper Engaged Audiences, Higher Conversion Rates

After college, Marissa Nance headed to New York City with just enough cash to cover a month of expenses and more than enough talent to land a job at one of the largest advertising agencies in the world. Fast forward a few years, this pioneering media expert, fearless marketing executive, and groundbreaking content producer with credits like "Survivor," "Top Chef," "The Biggest Loser," and "Castaway" to her name, launched Native Tongue Communications (NTC), the first and only minority-and-female-certified media agency in the U.S. committed to bringing to life innovative, thought-provoking and culturally relevant ideas that authentically connect brands to diverse and growing populations. NTC's success can be attributed to its concept of "micro-culturalism," which means picking up on the nuances that differentiate even homogeneous groups. By doing a deeper dive into micro-cultural insights, marketers have an opportunity to build a more engaged group around a common theme and increase the probability of sales conversions, versus pursuing a broader theme, which may yield the numbers but lack consumer engagement. Some marketers reject the notion of micro-culturalism for fear of being "too niche." Yet, data shows that the companies who make an effort to understand consumers at the micro level cultivate more meaningful connections by creating more relevant experiences, which yields better results. In this episode of The New Mainstream podcast, Marissa Nance, Founder and CEO of Native Tongue Communications, discusses how micro-cultural insights can help marketers use empathy to improve marketing performance.