Search Targeting Methods For Reaching Multicultural Customers Online

Joe Kutchera from ContextWeb wrote a good summary of search marketing techniques for targeting US Hispanics over at MediaPost.
While the article deals with US Hispanics, the thinking behind the different techniques is easily adapted to other target groups as well. Geo-targeting, in language-specific PPC campaigns and behavioral targeting are all effective ways of reaching ethnic target groups both in the US and in Europe.
At Ad Sheik, we also work with channels (in Joe’s article defined as Content Theory Targeting) as they many times correspond to the product environment and channel marketing needs of a client. Travel, entertainment and sport sites are a big part of our multicultural affiliate network that fit well into the strategy of both offline and online companies wanting to find ethnic customers.
Building an online campaign is, as you’ve heard many times by now, a matter of integrating optimal channels and contexts – not just launching a massive campaign.

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