How is marketing to a diverse audience any different than regular marketing? Is there different terminology? Are there different techniques used in marketing strategies? The answer is not simply yes or no.
Diverse Marketing is a marketing strategy that appeals to and includes diverse groups of people, compared to what marketing has looked like in the past. Traditionally, companies marketed to the audience they felt was the most marketable, white people. Within white audiences lied influence, money, and popularity so by marketing to a white audience, companies were most likely guaranteed a better chance of gaining clients/customers. An article by Business.com states “when the people featured in advertisements are consistently white, straight, thin and young? Brands fail to reach a larger audience because their target markets are too narrow. That’s where diversity marketing comes in”.
In the age of social media platforms such as Instagram and TikTok, companies can reach millions of people from all over the world, with different backgrounds. This reach makes marketing to a diverse audience more accessible, but not all companies.
Inclusive marketing acknowledges that advertising and marketing should offer alternative means of communication within diverse audiences. The ability to mix different communication methods enables you to reach more people from specific diverse groups. More importantly, people want to see themselves as much as possible before they support you with their time or money.
Inclusive Marketing Consulting & Training
At Line 25 Consulting, we provide consulting and training in diversity and inclusion from a marketing perspective. We provide the necessary tools to businesses wanting to tackle the complexities of DEI with our 5-Point Framework to Inclusive Marketing or Knowing How Diversity Drives Revenue. If you’re ready to move forward schedule a 15-minute call to get started.
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