Diversity In The Digital Marketing
Fashion brands that do not cater to plus-size customers. Makeup brands stop at “beige” when it comes to foundation hues. Stock imagery on company websites reflects a stale, homogenized representation of the American population. While these decisions appear to be innocent on the surface, they send a clear message: our brand does not appreciate diversity.
If you’re reading this, you’re probably thinking about adopting more varied marketing methods into your company, which is a terrific starting step. It can be challenging to get corporate buy-in for initiatives that appear to be unrelated to the core business (“what does diversity have to do with selling cars? “)
However, in terms of growing your audience reach and being an ethical company, inclusion is one of the most crucial factors you can incorporate in your digital marketing strategy. Here are some ideas for making diversity in digital marketing a top focus for your firm.
What is Digital Marketing Diversity?
Diversity entails embracing and celebrating people from all walks of life, particularly underprivileged groups. The word encompasses a wide range of characteristics and protected groups, including (but not limited to) age, race, ethnicity, religion, gender/sexuality, and veteran status (to name a few).
The process of taking active steps to ensure that various members of a community feel secure and appreciated is known as inclusion. In the context of digital marketing, this involves creating content and campaigns that speak to and consider a diverse audience that interacts with your business.
Don’t get me wrong: I’m not advocating for a comprehensive marketing plan that tries to appeal to everyone. On the other hand, your target audience is likely to be more diversified than you think. If it isn’t, it’s time to think about how you might promote yourself to different demographics to reach a wider audience.
When creating a diversity and inclusion marketing strategy, research, empathy, and a willingness to explore and fight any personal prejudices that may be hurting your work are all required.
Research, empathy, and a willingness to explore and fight any personal prejudices that may be hurting your work are all required when creating a diversity and inclusion marketing strategy.
Digital Marketing Benefits of Diversity and Inclusion
Consider the following advantages when deciding whether it’s worth the time and effort to incorporate more Diversity, Equity, and Inclusion (DEI) policies in your marketing department:
Widen Your Reach
You might discover that you’re missing out on significant groups of people who would appreciate your product or service once you start looking at your audience with diversity in mind. You can reach consumers who would have previously ignored your business by taking a more inclusive approach.
Present Business Values
When you actively and include people in your marketing activities, you demonstrate that you value diversity. Many customers value diversity, and if they learn that your company supports the exact cause, they will develop a greater emotional attachment to it.
Diversity (or lack thereof) influences how people think about a brand in research, according to 62% of respondents. Customers may select your business over competitors and return if you earn their esteem.
According to 2019 research, 61 percent of customers want to see more diversity in advertising and this isn’t just rhetoric. According to the Female Quotient, after watching a varied advertisement, 64% of respondents would take some action, such as making a purchase.
According to these statistics, adopting inclusive marketing approaches is a method for increasing revenue and conversions.
Maintain Relevance Among Younger Audiences
Generation Z is the most diverse generation yet, as America’s melting pot continues to melt even more. As a result, it’s no surprise that the younger generations, known as Millennials and Generation Z, emphasize diversity.
For example, 70 percent of young Millenials and 69 percent of older Millennials indicated they would prefer a company that exhibits diversity over a competition. In response to commercials that discriminated against based on sexuality or ethnicity, a whopping 75% of Gen Z consumers stated they would stop buying from that brand.
So, diversity is crucial if you want to engage with a varied younger population and keep their patronage.
It’s the Correct Action to Take
This one should be self-evident. Diversity is always important from an ethical stance.
Diverse Approaches to Digital Marketing
When you understand that welcoming people from all walks of life will only strengthen your company’s capacity to reach the right audience and establish a sustainable business, diversity in digital marketing shouldn’t feel like a problem or a waste of time.
Not only that but knowing your firm is making an effort to embrace inclusive behaviors can make you feel good about the work you accomplish at the end of the day. The world is a big, diverse place, and the goal should be to accurately reflect our population’s magnificent diversity.
It’s simple for a company to mistakenly broadcast a negative message when it doesn’t take the time to understand the interplay between its marketing choices and diversity. So let’s be more deliberate about changing any negative messages into genuinely positive ones: we notify you and we support you.