What Is Urban Marketing?

One of the newest buzzwords in marketing strategies is Urban Marketing. This term is associated with edgy, youth-oriented marketing campaigns that target the nontraditional consumer market, particularly in large cities such as New York City, Chicago and Los Angeles. What is urban marketing? Read on to find out.

What does “urban” mean?

For marketing purposes, “urban” refers not only to consumers’ geographic location but also to their lifestyles. The urban market consists of young adults living a fast-paced, independent lifestyle. Research on this demographic indicates that they are streetwise and highly influenced by messages in music, fashion and pop culture. These consumers are ethnically diverse and represent a range of social and economic levels. The hallmarks of urban culture include “fast” living in city centers, social interaction, passionate preferences and an emphasis on self-expression through purchasing decisions.

Influence of urban consumers

Marketers have discovered that urban consumers have a history as trendsetters in fashion and music. These trends are eventually adopted by mainstream consumers, harnessing an even greater amount of consumer demand. Brand managers now view this group as early adopters of trends rather than a marginal market, resulting in major national urban-centric advertising campaigns.

While the urban consumer was once virtually ignored by advertisers, most marketers now actively court this demographic in order to capitalize on the benefits of trend migration. Urban marketing is more than simply using ethnically and racially diverse models in an advertising campaign; it is a marketing method that utilizes and values youth, diversity and their related urban subcultures. It incorporates progressive, contemporary imagery and vocabulary that reflect this market’s desire for authenticity, respect, and understanding of the urban lifestyle.