Inclusive Marketing – How To Generate Inclusivity With Your Actions
What Is Inclusive Marketing?
Inclusion consists of including a group of people who think, act, or feel in a certain way within a larger group. When we talk about inclusive marketing, we mean the creation of content with which these groups can feel identified. The idea is to eliminate barriers and give a voice to those who have felt discriminated against at some point because they think or act somehow.
In other words, the main objective is that all people can feel reflected in that message regardless of the color of their skin, their nationality, their age, their sexual orientation, their gender. All the content created within an Inclusive marketing campaign should be thought-provoking and, above all, respectful.
Why You Should Have An Inclusive Strategy In Your Marketing
The public feels 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 to show a much more accurate image of the society we live in. To this, we must add all these benefits:
- It is a way to reach all types of people and increase the number of potential customers.
- It is much easier for the audience to identify with the brand and sympathize and connect with it.
- The public has much greater respect for brands that follow inclusive marketing and show society as it 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, these must be applied naturally and respectfully since doing it incorrectly could generate the opposite effect, including contempt for the group to which it refers.
How To Apply Inclusive Marketing Actions
Applying inclusive marketing actions is not easy since, as we have said, it must be done, above all, naturally and respectfully. We explain what you must take into account so that your strategy is a success.
Know The Sensitivities Of Your Audience
Knowing the audience is key, and in this case, a much more in-depth investigation must be done than would generally be done. In addition to knowing their age, educational level, religion, and other information, their concerns, concerns, and, primarily, their sensitivities should be known.
It is about having a much deeper knowledge of the type of person who could be interested in that product or service so that when the actions of a marketing strategy are carried out, their feelings are not damaged. All this research requires time and resources, but it is imperative to carry it out to be respectful and close.
Tell True Stories
The more natural the story that is told, the more impact it will create on the audience. Many brands make the mistake of representing a specific group in their campaigns in a way that has little or nothing to do with reality.
In these cases, this group will not be represented and, therefore, the brand will not be able to attract their attention and interest. If you want to reflect a particular profile of society, it must be shown as it is to identify with it. Explaining real stories, the brand gives a much more sincere, close, and committed image.
Seek The Union Of Your Audience
All groups are joined by a value, a cause, or a feeling. For a brand, it is essential to find what unites them so that it appears reflected in the message that it wants to convey. If the message transmits what serves as a link between the different individuals who make up one or more groups, it will get their attention and become interested in the brand. Of course, the message transmitted must correspond to the actions carried out by the company. That is, it is useless to convey a message and act oppositely.
Use Inclusive, Thoughtful, And Understanding Language
The language used is as important as the message itself. Everything has to have coherence, so if it is aimed at a young audience, a youthful and modern language should be used, even blatant. This applies to all types of groups. Using the appropriate language, the message will be much closer and understandable for the audience you want to reach.
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