You are reading part 3 of the 6-part Multicultural Marketing Report. Jump to Chapter 1. Canada is a land of diversity; 2. Seeking balance; 4. Building confidence: The purchase journey; 5. Key seasonal moments for marketers; or 6. How to get started.
The newcomer journey
Newcomers to Canada are looking to build confidence in their purchase journey. So it’s important for marketers to understand the typical newcomer journey to Canada to know the right time to show up for them, and how.
Before they arrive, newcomers may already have found a place to live and bought a mobile phone.
Within the first week of their arrival, they have likely found their grocery store, purchased a mobile phone plan, and opened a bank account.1
While newcomers often complete certain actions in the first days or weeks of arrival to help them settle in more quickly, it tends to take over a year to start feeling at home.
Understanding where and when many of these decisions are made is key.2
No matter what their goals are, digital channels are the top sources for navigating life in Canada, and Google is a source that unlocks it.3
