We explain the importance of inclusive marketing and how it can be implemented in a digital marketing strategy.
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Inclusive marketing: how to generate inclusivity with your actions
What is inclusive marketing?
Inclusion is about including a group of people who think, act or list of maldives consumer email a certain way within a larger group. When we talk about inclusive marketing, we are referring to the creation of content that these groups can identify with . The idea is to eliminate barriers and give a voice to those people who, for thinking or acting in a certain way, may have felt discriminated against at some point.
In other words, the main objective is that all people can feel reflected in that message regardless of the colour of their skin, their nationality, their age, their sexual orientation, their gender... All content created within an inclusive marketing campaign must invite reflection and be, above all, respectful.
Why you should have an inclusive strategy in your marketing
Making the public feel reflected and heard is one of the main reasons why an inclusive strategy should be included in any digital marketing action. In addition, this is a way of showing a much more realistic image of the society in which we live. To this we must add all these benefits:
It is a way to reach all kinds of people and, consequently, increase the number of potential customers.
It is much easier for the audience to identify with the brand , as well as sympathize and connect with it.
The public has much greater respect for those brands that follow inclusive marketing and show society as it really is.
When the public connects, trusts and respects a brand, the results are much better , since they prefer to buy from it than from another.
Inclusive marketing strategies have many benefits for a brand. However, they must be applied in a natural and respectful way, since doing so incorrectly could generate the opposite effect, even contempt for the group being referred to.
How to implement inclusive marketing actions
Implementing inclusive marketing actions is not easy, since, as we have said, it must be done, above all, in a natural and respectful way. We explain what you should take into account to make your strategy a complete success.
Know your audience's sensitivities
Knowing your audience is key, and in this case, you need to do a lot more in-depth research than you would normally do. In addition to knowing their age, level of education, religion, and other data, you need to know their concerns, worries, and especially their sensitivities . It's about having a much deeper understanding of the type of person who might be interested in that product or service so that when you carry out the actions of a marketing strategy, their feelings aren't hurt . All this research requires time and resources, but it's very important to do it in order to be respectful and approachable.
Tells real stories
The more real the story told, the more impact it will create on the public. Many brands make the mistake of representing a certain group in their campaigns in a way that has little or nothing to do with reality. In these cases, this group will not see itself represented and, consequently, the brand will not be able to attract their attention and interest.
If you want to reflect a very specific profile of society, you must show it as it really is so that they can identify with it. By telling real stories, the brand gives a much more sincere, approachable and committed image.
