How can brands target diverse multicultural consumers

Any marketer who doesn’t recognise the value of multicultural consumers is missing a great opportunity. The ethnic population in the UK are a well-educated and a loyal one. If the industry can reach out to them and show them the relevancy of their products and services, they will stick with that brand for the long run. If marketers have the right insight, a strong message and an effective plan to communicate they can have a very positive impact on these diverse audiences, however it is crucial that there is a diligent planning process in place, rather than simply checking off a list of media strategies under ‘ethnic’ campaign.

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