E*Trade earlier this month awarded its multicultural advertising and marketing duties to Admerasia, an advertising agency owned by Asian-Americans, in an attempt to target the growing Chinese-American online community of investors.
The company claims that the Chinese-American market is one of the fastest growing segments in the United States in terms of household income, wealth accumulation and investment activity.
E*Trade recently launched a Chinese-language Web site with the assistance of Cyverasia, the interactive sister company of Admerasia. The site provides full brokerage services in Mandarin and Cantonese, real-time translation of live market news and a database of approximately 6,500 company profiles in Chinese. E*Trade is in the midst of print, outdoor and television ad campaigns targeting the Chinese-American demographic.