Today’s consumers want to see real people’s reflection and be represented in marketing and advertising campaigns, so we must strive to focus on our customer.
One of the points that I told you about in the post the ten digital marketing trends in 2021 was Diversity and inclusion. Today we will examine deeper into this topic, and I am going to give you the keys to how you can apply it in your business.
Diversity Marketing is a marketing strategy that attracts and includes diverse groups of consumers, including groups based on age, physical appearance, ability, gender, race or ethnicity, sexual identity, beliefs, etc.
It is a general term that encompasses the intention and motivation behind the content of a marketing message or campaigns.
Applying Diversity in marketing is not necessarily about serving all audiences but about knowing who is attracted to your brand and ensuring that these user groups are represented and included in your marketing campaigns.
Diversity in digital marketing is not only about images. And it requires you to understand your audience, evaluate accessibility and user experience.
Why is Diversity Marketing Important?
Shutterstock conducted a study on the culture and people depicted in images. 88% of Gen X and 90% of Millennials believe that diverse representation in a marketing campaign can enhance brand reputation.
In 2019, Google and The Female Quotient conducted a survey that revealed that 64% of all respondents took action after viewing an ad deemed diverse or inclusive.
Another Stackla study found that 90% of consumers say authenticity is important when deciding which brands they like and support.
Diversity and inclusion in digital marketing are important because they make the public feel seen and heard. It also shows a more realistic image of society and improves those companies’ businesses that fight for better representation.
What are the Benefits of Diversity?
Reach more types of people, therefore increasing your pool of potential customers.
You get closer to your audience, generating greater trust and loyalty with your brand.
Brand recognition grows: People respect a brand that offers diverse and inclusive marketing and reflects its audience.
Better results, people are more likely to want to buy from a brand when they see Diversity and inclusion in your campaigns.
How to Include Diversity and Inclusion in your Strategy?
Know your audience: to represent your audience in your marketing campaigns. And you will first need to research ranges such as age, gender, income level, location etc .To be able to address them. By collecting data from your audience, you will understand them better. And better and know what they are looking for and what they want. I recommend that you do the Buyer Persona.
Use real content from real people – Visual content is one of the best ways. To implement Diversity and inclusion in your digital marketing strategy. One of the best ways to do this is through user-generated content. Taking images from real clients and advocates and making them a central part of your content marketing campaigns. Is more valuable than studio-generated content or stock footage.
Continuous Practice: Diversity and Inclusion is an ever-changing landscape. Staying relevant and making your content inclusive is a work in progress. Be sure to update your data, monitor behaviour changes in your customers, and conduct regular Diversity and inclusion research.