The confluence of demography, technology and globalisation is transforming culture and society worldwide. Marketers are increasingly addressing ethnic minorities and multi-cultural communities in defining their strategies. When faced with the concept of ethnic marketing, some point to the fact that ethnic minorities are becoming more assimilated into local culture. In some cases, ethnic marketing may mean a considerable change in all the marketing P's, while in others, it may simply be a matter of focusing the advertising in the right direction. Some brands might want to use minorities and different cultures to promote their products to the mainstream audience.
Communities evolve through exposure, assimilation and circumstances.
The multi-cultural adoption of global media and brands 3. On one side there's the Internet with a global language and on the other side is the local radio station which broadcasts in a certain dialect. The presence of ethnic consumers creates tremendous opportunities for marketers who have the right tools for communication with these growing segments. The Internet and emerging audiences. Advertising that really works effectively Adapting communications and products to a strongly proud ethnic market Ethnic Media 4.