Cultural Marketing – what methods do campaigns use when targeting an ethnic group?

Marketing is an attempt to identify how customers behave, what controls them when they are most likely to make a purchase. Result? Brand loyalty. But, sometimes, giant companies tend to be ignoring an important factor: culture.

Cultural marketing is not a very new concept, considering the fact that cultural insights have become visible in the era of globalization and technological advancement. Standard marketing might not work for every country and ethnic group. Sometimes they require an entirely different approach so that a product can be sold. A professional marketing manager should bear in mind all the cultural characteristics typical of a particular cultural group.

Cultural marketing

How are campaigns conducted while targeting an ethnic group?

Generally, it depends on what type of product we have in mind. If it is food and it should be distributed in Muslim countries, then an owner should consider the fact that followers of Islam do not eat food that has pork in it.

There are other examples, as well. For instance, in Forex, there is a special account called Islamic account, once again, targeted for people who are practicing Islam. It is one of the examples of cultural marketing as well – most of the accounts in Forex are standardly oriented on regular users, but an Islamic account is an exception.

Cultural marketing is useful for companies that do not have a physical presence in a country. One of the major industries as well, which is considered to be online casinos, are usually concentrated in specific countries such as the United Kingdom and Malta. Successful campaigning in the casino industry is a foremost priority. Canada as well which is one of the largest ethnically diversified countries in the world has seen that online roulette games are particularly popular among its Korean ethnic groups. It may seem surprising, but yes – Canadian casino industries try to include visual designs in their roulette games to attract more customers from various ethnic groups and in this particular case – Koreans.

Finding a voice

Of course, there is a difference between the value of cultural insights (based on external events or internal social norms and values) and the identification of movements of critical masses. To achieve this goal, companies must first make culture a part of everyday marketing discussion, and be prepared to change gear as needed if rapid changes in perception change the cultural landscape.

But the sheer volume of cultural data needed to predict, plan, and support new trends also suggests the need for a robust analytic platform that can discover new relationships in data sets that at first glance have nothing in common. The task is not to identify relationships that would otherwise go unnoticed, but to probe what customers think and feel, but don’t say aloud.

Talking to the future

Cultural insight alone is not enough to drive business from attracting new interest to closing new deals. According to various researches, companies also need reliable predictive analytics tools. These tools collect the entire life cycle of consumer data — from the first interaction with your brand to the final purchase — and then use this information to make assumptions about future changes. This allows companies to focus on consumers, reflecting a specific model of behavior, and to predict its results; if they are ready to buy, no action is required, but if they leave, you can take steps to adjust their course.


Think of cultural marketing as a way to improve forecast accuracy. But instead of exploring consumer actions, try to find broader trends that speak of place, time or the prevailing social climate, make the right bet, affect the mood you need, and you are one step ahead of the competition. And cultural marketing should be an utmost priority for every company.

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