How to target ethnic minorities? – Online Channels

16th May 2017

In one of our most recent blogs, we discussed offline channels and how to run an ethnic marketing campaign. However, with the internet constantly growing and the rise of social media channels, there are a number of new ways to advertise and market your brand or products. What’s more, online marketing is easier to track and to measure the ROI. In today’s post, we will look at some of those channels.

Social Media

When thinking of social media channels, we instantly think off Facebook, Instagram, Twitter, Snapchat, and maybe LinkedIn (we could argue if this is a social media platform). However there are loads of others, including the long forgotten Bebo and MySpace.

As well as running a work account on each one of the above sites, we can also capitalise on the huge data that these guys are sat on and use them towards a marketing campaign. Unlike printed ads where we can pick one title or another, here the sky is the limit. With this in mind our ads can be very targeted – based on language, location, race, age, interests and etc. What’s more there are options where we only pay when someone clicks onto our ads, as opposed to just displaying it.

Display Advertising

Each one of the communities that we look to target would have at least one news portal – whether it’s one based in the native home country or the UK, there are options of advertising on them thanks to display advertising – leaderboard banners, skyscrapers, MPUs and etc.

What’s more, some portals, especially those based outside of the UK, might allow us to run geo-targeted advertising where the ad would only appear on the screen on those accessing that web from the UK. Thanks to IP addresses, the website will pick up the country of origin and then display the appropriate ad. So whilst your friend in Delhi might be seeing an ad for a new mobile phone, you will be seeing an advertisement for new cooking sauce that is now stocked in a local store near to where you live.

With display advertising there are hundreds of ways and tricks that can be implemented to ensure you get the best ROI.

It’s also worth to mentioning that display advertising is available across all platforms; desktop, mobile and apps.


How about a direct mail that lands in the mailbox of your potential customer? It might seem like an old fashion way of advertising but what if this was once again, geo-targeted and only received by a select group of people? It certainly is possible – some of the bigger ethnic news portals will allow you to handpick your desired target audience, whereas others will offer more generic ways of sending someone an e-newsletter. Not only can you measure the opening rate but also the click through rate.

SMS Marketing

Who doesn’t get the occasional text from a pizza delivery company, casino or a mobile operator? How about getting a text from your company? There are still companies out there that offer SMS Marketing Service – using 160 characters they communicate your offerings to potential group of customers. At the same time, you might want to use this service to communicate to your existing database of customers and inform them about special offers, promotions, changes and etc.

By including a link within your text message, you can measure the success of the company and ultimately ROI.


The DigiVan is a crossover between outdoor and digital marketing – a van with two massive screens that display your digital advertisement and drive through a carefully planned route. Using things like or, you can shorten any long URL to something very short, memorable and effective – something that the customer sees and then enters it on his/her phone or laptop.

Pay-Per-Click Advertisements

PPC or otherwise known as Pay-Per-Click advertisements are a very popular way of advertising on Google, Yahoo, Bing and etc. By carefully selecting words (something that your potential customer might type in to find your business), you start planning your campaign. You then set up a bid price – amount that you’ll be charged every time someone clicks on your advertisements.

Each one of the search engines would suggest a bid price – you can either accept it or set up your own one. There is also an option to set up a daily cap or budget for the whole campaign. What’s more, the PPC advertisements don’t necessarily have to link to your website, but can instead link to your phone. Meaning the customer rings through straight to your business. Using extensive reporting, you can learn how many times your ads were shown, how many times someone has clicked through and etc.

These are some of the most popular ways of advertising your services online, there are of course 100s of others; advertorials or otherwise known as sponsored content…. – if you would like to find out how these could be utilised to promote your brand or business, then please don’t hesitate to contact us – either by calling on 02380 634283 or by e-mailing; Alternatively, you can arrange to speak with our Managing Director, Tomasz with the booking form below.

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