The state-of-the-art of ethnic marketing in Australia

While there is an increasing number of companies realising the potential that the diverse ethnic markets in Australia possess, majority still do not see the potential. Ethnic marketing in Australia is still in a developmental stage. Looking from the practitioner's perspective, this paper uses case examples to illustrate how to assess the potential of ethnic markets in Australia for selected goods and services by analysing anecdotal, Census demographic, and company data. Marketers face an exciting challenge in reaching a multi-ethnic Australia with huge potential returns. If perceptively practised, ethnic marketing could develop new approaches that respect Australia's diversities while celebrating their similarities. The market potential of the diverse ethnic markets in Australia is simply too big to be ignored. It is unlikely that the ethnic markets in Australia will remain untapped in the future. As more marketers see the potential of ethnic marketing and gradually gain experience and confidence in pursuing this alternative to mainstreaming marketing, we envisage that ethnic marketing would become an integral part of any marketing campaign in the long run.