If you haven’t seen it, BusinessWeek published a piece on the growth and opportunity in multicultural online marketing.

While the article quotes some new data from eMarketer (based on some not-so-new data from sources like Pew and the ANA), it’s a nice affirmation of the growing importance of digital advertising in the multicultural markets.

There are a couple of examples cited, including an effort by Microsoft targeting Hispanics, a push by Toyota to connect with Asians online, and Absolut creating programs for the Gay and Lesbian market online.

They did quote some interesting Hispanic online penetration numbers, specifically a 79% Internet penetration rate from Pew Internet. I think this one might be a little off, as it probably doesn’t count Spanish-speakers.

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