As a digital marketer, being inclusive is an essential part of making deeper connections with your customers. Inclusive marketing is the practice of improving representation and belonging within the marketing and advertising materials that an organization creates. In this reading, you’ll discover why inclusive marketing is important and how a company can make inclusion part of their marketing and advertising strategies.
Why inclusive marketing mattersIn digital marketing, the creative choices a company makes can impact how people view themselves and how they view other people. Sometimes marketing campaigns (especially those that are older or more traditional) can reinforce stereotypes and leave out the perspectives of underrepresented groups of people. Inclusive marketing, on the other hand, seeks to represent a variety of perspectives, particularly those that have been marginalized in the past. If a company focuses its marketing exclusively on a specific age group, gender, ethnicity, or other identity traits, they’re likely missing out on reaching potential customers. By approaching marketing decisions with a focus on inclusion, a company can positively and authentically market to the diversity that exists in their audience, and the world.
Making inclusive choices and avoiding stereotypesDigital marketing requires getting to know your audience in a deeper way. With inclusive marketing, you can take this a step further by seeking to understand how parts of your target audience have been excluded, stereotyped, or misrepresented in the past. Sometimes you might unintentionally overlook certain aspects of diversity, even if you remember to consider others. Here is a list of some identity traits that are helpful to keep in mind when you’re creating marketing or advertising materials for the people you’re trying to reach:
- Socioeconomic status
- Sexual orientation
- Geographic location
- Political perspective
- Military status
- Languages spoken
Key takeawaysWhether you’re developing marketing goals, researching your target audience, planning a marketing campaign, or analyzing data, keep in mind the principles of inclusive marketing. Maintaining a broader perspective of your audience will help you establish a deeper connection with your customers.
Resources for more informationYou can learn more by reading the inclusive marketing guidelines and principles provided by Google.
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