Multicultural marketing is marketing to consumers and/or markets who are, in some way, multicultural. This type of marketing includes ethnic marketing, cross-cultural marketing, monocultural and omnicultural marketing. For example, an online fashion retailer selling fashion to consumers in the UK and Germany is going to do some type of multicultural marketing.
Below are some examples of marketing in multicultural marketplaces.
Image 1 and Image 2: Metropolitan online advertisements representing cultural targeting based on ethnicity.
Cultural targeting in a multicultural market – Luton (UK) branch of Primark.