Ethnic Marketing

The perception of advertising and specific symbolisms takes place very differently in different ethnic groups.

Ethnic marketing takes into account all the cultural characteristics and social structures within a target group. Also, ethnic marketing focuses on specific target groups, which are ethnically different in comparison to the majority of a country’s population.

A growing number of companies have decided to opt for so-called ethnic marketing in their strategic positioning. Especially when there is a lull in the economy or recession, it is at these times even more important to look at increasing turnover by developing new markets.

Ethnic marketing encompasses the total market-relevant trading of a company that is suited to better satisfying the needs of an immigrant population than other competitors, and as a result sets about fashioning a preference for the company. Not just linguistic and professional competence, but also a precise knowledge of the mentality, attitudes and consumer behaviour of an intended target group is decisive in developing a successful marketing strategy.

Ethnic marketing is a sensitive area: the perception of advertising and specific symbolisms takes place very differently in different ethnic groups. Through ethnic marketing, target groups with a distinct cultural origin are differentiated and approached via their own values and tone. The impact of ethnic marketing is based on a symbolic appropriation derived from the consumer’s own ethnicity.

dato is an enterprise in visual communication with a profound knowledge of the cultural differences between China and Germany. We would be happy to advise you on your marketing campaigns in China or Germany.