A CLOSER LOOK INTO THE WORLD OF ETHNIC MARKETING

If you see the world around us, you would have noticed a lot has changed over the past few years. Technology has always been used to create a more connected world and has always been used to make sure that communication is easier and faster. With this growth in technology, the world has today truly become borderless. And many people have benefited from this, mainly marketing agencies. A borderless world gives companies a large market and this in turns leads to success in a business. However, to make sure a company markets to each area properly there is a need to practice Ethnic Marketing.

Ethnic marketing is the process of creating marketing campaigns that are specific to different ethnicities or audiences. Ethnic marketing has always been important and has taken precedence even more so over the past few years. An ethnic marketing campaign will have to take into the culture, perceptions, language, beliefs and motives of the marketing before creating a campaign to sell a product or service. An ethnic marketing plan usually has two levels. The first level will look at the historical culture of the place and how the local brands are working in it. The second will look at how much the market has been globalized and how it responds to the changes in the world. With both these aspects in mind, an ethnic marketing plan will be created.

Let’s take the example of Ethnic Marketing in Australia. Imagine that an Indian brand wants to expand their reach to Australia. They will first have to understand the internal culture and language of Australia and then create an umbrella plan that will meet the locals’ needs plus have a global feel.

With all this information in mind, if you or your firm is planning ethnic marketing in Australia or London, it is important to make sure your plan is smart & sensitive. Happy marketing!

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