Diversity Marketing Matters to Your Audience
By: Velma Trayham
When marketing agencies and companies are planning new brand strategies, they often fail to consider the big picture. The “big picture” is not simply what to sell and how to promote the product. These companies fail to consider the large number of consumers from different walks of life, as well as their diverse social and economic backgrounds.
The creation of a marketing strategy.
Most marketing campaigns are created by marketing strategists talking at a table and consulting the research in front of them. They base their decisions solely on the goals of the client, and not on the way a product or brand can impact the lives of their target audience. This strategic planning approach makes ads for multiple brands in the same business sector look very similar.
[Related: The Key to Strong Branding is Keeping it Real]
What does diversity mean?
Diversity can mean any number of things, from different genders to multiple ethnicities to various personalities, abilities, and values. No two people are alike, so why would you try and market your business or products in the same manner to different people?
[Related: Don’t Assume I’m a Guy: Gender-Neutral Marketing]
How diversity drives decisions.
Diversity in the planning of a marketing strategy delivers results that reflect the various people that are being targeted by an agency or a business. It should be noted that, according to the United States Census, more than 50% of the American population is expected to be made up of minority groups by the year 2042.
Audiences all across America are diverse, which means companies need a well-planned and expertly executed creative strategy in order to reach their target audience.
Our company knows that consumers have unique qualities that go beyond race and gender. That is why we use multiple advertising channels to help make marketing campaigns successful by recognizing cultural norms and traditions while also utilizing the latest technology and trends.
[Related: Five Ways to Accelerate Digital Transformation by Tapping “Digital Achievers”]
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Velma Trayham has over ten years of experience in marketing consulting and business coaching. She can analyze your audience to make sure the message you want to deliver matches the consumers you are targeting.
Originally published at www.ellevatenetwork.com.
