The number of African- Americans on the internet is increasing its numbers. And that is a welcomed sight to me.
With estimates of a users base in excess of 18 million. This figure is comparable to that of teens on the internet. The African- American user base has outpaced that of Hispanics.
But even with this growing number of Internet users. It would appear that the current state of Internet Marketing consciousness. Seems to be one of days gone by. When it was back in the day of Internet Marketing.
Few companies seem to be in step with the incresing number here. And don't appear to be making notable investments. Taking a low- budget outlook to a growing user base which is known for its voracious consumption of retail goods.
This is not as simple as it seems . Because African- American internet destinations offer a throwback approach. Of taking traditional marketing programs and extending them using the internet.
But doesn't stop there because this user base is on the general sites before going to the African- American sites. So since you can't tell which user group is where that does present just a bit of a problem.
So it is not a simple ttask to narrow the marketing field down. Would it make sense to some how factor in on the general sites. A platform that would attract this hard to figure out user base.
Behavioral targeting could be the ticket. If tht behavioral pattern of going from the general sites to the African- America-oriented sites. And then marketers could trail these users back to the general sites. And market to them there.
There is now a limited amount of content whic is contextually focused. To a race or ethnicity. If ther was a increase in this type content. The user base in question would run across it in their web travels and go to thase sites hopefully
Althou many advertisings executives consider race/ ethnic markets more important and have concentrated as much as 26 percent of their advertising budget to this. A position of these same excutives is that it is more important of a marketing goal to marketing to Hispanics that to Africans- americans