The digital economy has allowed marketers to speak to all subgroups of Australia’s diverse cultural population but understanding the changing interests of multicultural audiences, rather than targeting by background and ethnicity is key, according to Sheba Nandkeolyar, CEO of multicultural marketing agency, MultiConnexions.

Ms Nandkeolyar spoke on a panel about digital multicultural marketing during  Australian Multicultural Marketing Awards (AMMAs) Business Luncheon with Doug Chapman, Managing Director at Razorfish Australia and Alex Siewert, Strategy Director at The Hallway held on Monday 24 August in Sydney.

Mr John Ajaka MLC

Mr John Ajaka MLC

Mr John Ajaka MLC, NSW Minister for Ageing, Disability Services and Multiculturalism, delivered the keynote address, acknowledging overseas migration as the main driver of population growth in the past decade – contributing to more than 50% of Australia’s population growth since 2005.

“Our multicultural society is no longer a small segment of our community but a vital piece of our identity as Australians. Almost 50% of the NSW population were born overseas or have one parent born overseas,” said Minister Ajaka.

Over the past 26 years the AMMAs have showcased multicultural marketing campaigns from the likes of Woolworths, Coles, our big banks, Qantas and the NRMA, as well as State and Federal government agencies, local government and small community organisations including AMUST Publications, publishers of the Australasian Muslims Times.

Nominations for the 2015 Australian Multicultural Marketing Awards (AMMAs) close on 17 September. This year’s awards will be presented at the Sydney Opera House on 12 October.

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