Around 16 million people with an immigrant background live in Germany – many of them with Turkish roots. A huge customer base!
“German companies are wasting a huge potential here,” says Burhanettin Gözüakça, an expert in so-called ethno-marketing.
…Although some companies such as Mercedes, AOK or Deutsche Bank are already advertising in Turkish, it’s not enough to simply translate advertising.
Cultural and religious sensitivities must be taken into account. In addition, the emotional aspect often takes precedence when German Turks make a purchasing decision.