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Debate Over Best Way To Target Muslims In U.S. Market

The controversy surrounding Best Buy's wishing "Happy Eid al-Adha" to Muslims in a holiday-season flier is indicative of the problems marketers face in targeting a market estimated to be greater than 2.3 million consumers by the Pew Research Center. A three-year old study estimates its buying power at $170-billion.

Many Muslims embraced Best Buy's attempt at inclusion, Raja Abdulrahim reports, but some people objected to the gesture on the Best Buy Web site. "You insult all of the heroes and innocent who died 911 by celebrating a holiday of the religion that said to destroy them!" one poster wrote. Pew finds that 45% of Americans believe Islam is more likely than other religions to encourage violence.

Rafi-uddin Shikoh, founder of consulting firm DinarStandard, recommends directing advertising in ethnic and religious outlets and away from mainstream media. But Mohammed Abdullah, event coordinator for the first American Muslim Consumer Conference, points out that Best Buy's sales were up 13% last month over the previous December, indicating that actual backlash at the cash register didn't match the online venom.

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1 comment about "Debate Over Best Way To Target Muslims In U.S. Market ".
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  1. Lisa Mabe-Konstantopoulos from Green Purse PR, June 8, 2011 at 11:38 p.m.

    In working in the area of marketing to Muslims, I agree that it's often best to reach Muslim consumers through more targeted tactics -- from editorial coverage and advertising with Muslim lifestyle media, targeted microsites to sponsoring Islamic events. The online space especially presents an efficient place to reach Muslim consumers as we're able to identify where Muslims are gathering online to discuss and share about brands and products, and then engage with them there.

    Lisa of Hewar Social Communications

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