The Golden Opportunities of Ethnomarketing for Marketers in 2024
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The end of the year is fast approaching. The lists of trends in various marketing disciplines for 2024 will be flying around our ears. And as we prepare for next year, I’d like to shine a light on a remarkable force that continues to transform the world of marketing: ethnomarketing.
As a marketer, but also as someone with a migration background, I am convinced that this approach can no longer remain on the sidelines. It deserves an important place in our strategies for the coming year. Not only because it is important to be inclusive, but simply because it allows you to score better in your marketing. And that is the dream of every marketer. Let me explain why.
The state of ethnomarketing in the Netherlands
Let’s start with the state of ethnomarketing. With ethnomarketing I mean the strategy and techniques you use to reach target groups with diverse cultural backgrounds. Some also call it diversity marketing, inclusive marketing or … just marketing. I don’t want to go into that discussion any further.
It is also sometimes said that it does not matter, but as a marketer, knowing the DNA of your target group is essential. And yes, it is true that an average consumer with a migration background palestine email list 112367 contact leads largely shows the same behavior as the native Dutch. On a number of essential points, however, not. And that is exactly where the opportunity for marketing lies: a sweet spot.
Image by DALL-E
Generated by DALL-E
Example: growing halal market
Take the halal market for example . The numbers speak for more brand awareness? how to become a guest on a podcast [4 steps] themselves: both globally and in Europe, the halal market is growing significantly every year, with an annual growth of 15% in Europe. This growth is driven by both the growth of halal food and cosmetics.
What is even more interesting is that non-Muslim alb directory consumers are increasingly embracing halal products. In addition, they have much more to spend than a generation ago, which shows that the halal market is a market full of opportunities. (source: Research Maestro Investments Netherlands – Entrepreneurs migration background & halal market, March 2023)
And what do you think of employer branding and recruitment marketing towards this target group in times of a tight labor market and increasingly better educated young professionals with a migration background?
I can already hear some people thinking: if we focus on the Muslim consumer in our communication, that might scare off our other customers. Well, I personally think that’s not so bad. With the right subtle approach, no one has to suffer from it, because you can fully differentiate in your online expressions and communicate 1-on-1. Below I explain which resources you can use to better serve this market.