Online Marketers Target Minorities
BusinessWeek , Thursday, December 18, 2008 12:01 PM
Brands may be cutting back on their overall marketing spending, but a new report from eMarketer asserts that many advertisers are likely to step up their efforts at reaching minorities -- at least online. As the number of online Hispanics, African Americans and Asian Americans increases, marketers are adapting their campaigns accordingly.
Among marketers who target minority groups, a recent Association of National Advertisers report found that 95% tailor messages to Latin Americans, 76% target African Americans and 38% target Asian Americans. That's up from 86%, 60% and 35%, respectively, according to 2003 research. Now, 70% of African Americans are online, making them the fastest-growing population of Internet users since 2003, when little more than half were online. Hispanics are the second-fastest growing segment, boasting a 79% penetration rate, higher than any other group.
Reaching that segment isn't as easy as translating a mass-market campaign into another language, says eMarketer senior analyst Lisa Phillips. "You have to have an understanding of their cultures and traditions," she says. But you should also offer your site in both English and Spanish.
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Among marketers who target minority groups, a recent Association of National Advertisers report found that 95% tailor messages to Latin Americans, 76% target African Americans and 38% target Asian Americans. That's up from 86%, 60% and 35%, respectively, according to 2003 research. Now, 70% of African Americans are online, making them the fastest-growing population of Internet users since 2003, when little more than half were online. Hispanics are the second-fastest growing segment, boasting a 79% penetration rate, higher than any other group.
Reaching that segment isn't as easy as translating a mass-market campaign into another language, says eMarketer senior analyst Lisa Phillips. "You have to have an understanding of their cultures and traditions," she says. But you should also offer your site in both English and Spanish.
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