There’s no doubt that digital marketing is one of the most powerful tools businesses have at their disposal. Unfortunately, not all businesses are making full use of its potential – especially when it comes to inclusivity. In a recent study, only 22% of marketers said their organization was very or extremely inclusive. This leaves a lot of customers feeling left out and ignored. So how can we make digital marketing more inclusive? Here are four steps to get started:
1) Diversify your content
2) Use social media platforms wisely
3) Plan for accessibility
4) Speak up about unconscious bias.
Define what digital marketing is and its importance
Digital marketing is a subset of marketing that uses digital technologies, such as the internet and mobile phones, to promote a business’ products and services. Digital marketing serves as an essential component in bridging the gap between businesses and customers. With its expansive reach, it can raise awareness of campaigns, support customer interaction and engagement, help reach new audiences with relevant content and provide measurable metrics which enable businesses to accurately calculate their ROI from any digital campaigns they launch. For these reasons, it has become increasingly important for all businesses to take advantage of digital marketing to stay competitive in today’s highly digitized global market where companies must compete for attention on an ever-changing landscape.
Outline the current landscape of digital marketing and who is being left out
Digital marketing has become ubiquitous in our society, translated through multiple campaigns and outlets. It is continually growing in scope and reach, but not everyone is included in the equation. Many minority perspectives are not represented, with only 13% of content featuring an LGBT storyline and only 4% of leadership teams accounting for cultural diversity. The existing inequality magnifies existing disparities, while new technologies and trends present both potential opportunities and limitations for bridging the gap to a more inclusive digital marketing landscape. However, we have yet to realize the full potential of leveraging digital marketing to empower minority groups – leaving many voices unheard.
Introduce ways to make digital marketing more inclusive, such as using diverse images and language, avoiding stereotypes, and being mindful of different cultures
Digital marketing is an ever-evolving field, and one of the most important things to keep in mind is that in order to reach a wide range of users, it needs to be inclusive. There are a few simple but effective steps you can take to make sure your messages and visuals provide representation to all kinds of communities, such as using diverse images, language, and avoiding stereotypes. Additionally, it’s essential to consider cultural differences in full when creating materials – both subtle clues like colors or symbols, and more obvious statements that could cause offense need to be considered before releasing anything out for public consumption. When we take these measures into account in our digital marketing campaigns, we can be sure that our message will resonate with everyone across the world.
Offer concrete examples of how companies have made their digital marketing more inclusive
In recent years, savvy companies have taken strides to make their digital marketing content more inclusive. For example, Microsoft committed to using more diverse image libraries and providing AI-generated captioning options for screen reader users on their website. Meanwhile, Apple worked to make each Siri voice sound as natural as possible by featuring different voice actors with a range of accents and gender flavors. Such considerations are essential for fostering an environment where everyone feels welcome. With the right dedication, effective digital marketing truly can be accessible for everyone.
Call on readers to take action in making digital marketing more inclusive for everyone
Digital marketing has become a necessity for businesses of all sizes and in an increasingly interconnected digital age, it’s essential that initiatives are embraced to ensure that everyone is included in digital marketing efforts. This means taking meaningful steps to find ways to create content and campaigns that are equitable, diverse, and inclusive. We must actively seek out new perspectives, employ designs free from bias, empower the unheard to be heard, and drive towards a more cohesive message across the channels we use in digital marketing. It is no longer enough to simply think about these principles with casual contemplation — now is the time to take action! As marketers, let’s commit ourselves to shattering the glass ceiling of exclusivity and bring as many people into our online world as possible.
While digital marketing has become more and more important, it has also left out certain groups of people. By being more aware of the ways digital marketing can exclude people, we can take steps to make it more inclusive for everyone. This includes using diverse images and language, avoiding stereotypes, and being mindful of different cultures. There are many ways to make digital marketing more inclusive, and it’s up to all of us to take action.