table of contents
introduction
The Basics of D&I in Marketing
Strategies for building an inclusive marketing community
introduction
Diversity at all levels within a company is one of the leading indicators of a marketing firm’s success and productivity. Therefore, implementing diversity and inclusion (D&I) will not only increase a company’s buy-in and revenue, but it will also help improve hiring and retention, customer acquisition, and loyalty. This also means that marketing leaders can make their organizations more diverse in a competitive market, resulting in more knowledge and potential customers in the long run.
A recent report stated that over 48% of customers would pay a premium for products and services from brands they trust, and the only way to regain that trust is by fostering a culture of diversity and inclusion in the workplace, which reflects marketers empowering and supporting marginalized groups. Additionally, the Edelman Trust Barometer research revealed that the 21st century marketplace is shifting, with Gen Z leading the way and demanding greater transparency and accountability from brands in their thinking and business processes.
Marketing leaders who focus on trust-building choices must therefore ensure that diversity is represented in advertising and promotions too. However, consumers want advertising and promotions that represent them, their interests and needs. They want evidence that representation is authentic, not just superficial value.
If you’re reading this article by martechcube, there’s a good chance you’re interested in learning more about why DEI is important in marketing, specifically in the areas of advertising and content.
The Basics of D&I in Marketing
D&I in advertising and marketing is important for companies who want to highlight that they understand and care about the importance of equality and inclusion in society. When marketers spend more time communicating with potential customers, it creates a deeper connection with the brand and its audience. Truly inclusive marketing listens to underrepresented voices and helps create positive social change that sets them apart from other consumers. For example, California-based research firm Money Mongers launched a marketing campaign that addressed the industry’s lack of representation around race, ethnicity, and gender so it could connect deeply with a broader audience. To do so, the organization collaborated with numerous creators from underrepresented groups to create an interactive storytelling campaign that highlighted the stories of their communities. The end results of this campaign include increased customer engagement, positive feedback from the communities represented, and increased brand recognition from audiences.
Strategies for building an inclusive marketing community
While there are no set principles for inclusive marketing in the 21st century, there are some key themes that B2B marketers need to consider in their marketing strategies.
It is said that charity begins at home. Therefore, the best place to embed inclusivity is within an organization, including different levels of staff and corporate culture, which helps attract diverse talent from different creative ideas. This is especially important in B2B marketing, where the ability to think differently sets you apart from your competitors. Even diverse opinions are welcomed, as they provide different insights and perspectives on one thing, resulting in original campaigns that create new possibilities in the marketing field. In a recent interview with Derek Chew, CEO of Fullmoon Digital by MarTech Cube, he emphasized that acknowledging that your understanding may be limited and being willing to listen to feedback and learn is a crucial step to take. The road to hell is paved with good intentions, but the road to successful advertising is built on humility and a willingness to adapt. From there, Authentically incorporating diversity and inclusion in advertising requires introspection and commitment. Brands need to align their core values with the stories they represent. This means building diverse creative teams and engaging in authentic dialogue with multiple communities. Every stage of campaign development needs to ensure comprehensiveness along with true expertise and insight.
In conclusion, we can say that diversity and inclusion are not just buzzwords but are extremely important elements to creating successful B2B marketing campaigns and strategies that will help you better position yourself in the competitive B2B market.
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