The noticeable (and stats proven) rise of minorities in Canada is definitely sparking opportunities for ethnic marketers. Businesses can no longer mass advertise to consumers… they must have different campaigns for specific consumers and in this case, ethnicity is key.
One important point to consider however, marketers cannot just simply stop at ethnicity – there is a further break down within this segmentation process. As Tony Hernandez, director of the Centre for the Study of Commercial Activity at Ryerson University, states:
“A deeper issue with marketers is they fail to understand generational differences call for different ad strategies. The newcomer requires different treatment from the established family or the Canadian-born children of immigrants.”
Each ethnicity will require a different approach, but within these ethnicities, there requires an even more specific approach. With the differences in generations, it is up to expert ethnic marketers to efficiently target these segments.
Gautam Nath, a partner at Monsoon Communications, also states in the article that the South Asian and Chinese markets are stereotyped. What I would like to know is… who are the ones stereotyping these markets? They must not be of either ethnicity… or so I’m hoping. Ultimately, the ones that know most about these cultures are, in most cases, the ones with the same ethnic backgrounds.
With that said, in regards to the Chinese market… this is exactly where Sensu comes in handy.Reference: http://www.theglobeandmail.com/news/national/toronto/globe-to/ethnic-marketers-capitalize-on-gtas-shifting-demographics/article2250484/page1/