Do you think marketers should pay less for marketing work that targets a narrow multicultural audience, because it’s only a slice of the overall market? Or should they pay more, because hyper-targeting with the right messaging and expertise results in more sales? (And have you personally been paid less, or more, for your own multicultural insight?)

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This is a great great question. I’d say I’m leaning toward paying more because of the expertise it takes to market directly to that segment. Specialization usually comes at a higher cost in all other industries. I don’t see it being different in marketing.

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I can make a case for getting paid more, because even though you aren’t targeting the whole market, that doesn’t mean it takes any less work to find the niche that the brand needs to be in and appeal to. Would be fine with getting paid the same too, however less would not sit right with me in any case.

Should get paid more. It’s an expertise as another person commented.

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