Niklas Nikolaidis from Joinville runs a European network for ethnic marketing with more than 40 million unique visitors. Expat Marketing asked him how companies can target migrants online, and how the industry has evolved in the last decade.
In the US, ethnic marketing has been a major marketing topic for years. In Europe, only few companies run ethnic campaigns. How come?
That’s a very good question. In the US, there are big homogeneous ethnic markets like the Latin Americans with significant spending potential, and companies have noticed this. For example, migrants make up on third of of the market for fixed telephony, or an estimated 86 billion US dollars.