I read a Hitwise article explaining how rising Polish population in the UK is reflected in the number of Polish websites visited from the UK. It seems that the Google’s third most visited website within the UK is Google.pl and UK internet traffic to Polish websites has been significantly increasing recently in line with an ever increasing Polish population in the UK, which is expected to be around 1 million now. (Reference)
Obviously this should have impacts on the Polish businesses’ online marketing and revenue generation strategies. For example, now they will need to consider including the UK in their PPC or even SEO targeting.
In a similar way, the UK based companies should also start considering whether it would be worth to consider serving this big immigrant community in their own language. There are already some companies who advertise in Polish or other languages or in some non-English community papers, but there seems not much going on in online arena. Therefore, there would be very cost effective gains if the online channel is utilised. For example, the cost per click will be much lower for a mortgage ad in Polish of a mortgage company who has Polish speaking mortgage adviser in the UK than the English one, as there is much less competition.
So, considering the large immigrant communities in the UK in online marketing strategy and media buying will be an interesting approach for the UK businesses.