If there is a word everyone knows nowadays, it’s “inclusivity.” Why is inclusive marketing so important? It allows marketers – and people in general – to consider a higher variability of factors when thinking of new campaigns or rebranding.
However, inclusive marketing is here to stay, and you shouldn’t miss the chance to improve your brand in that direction.
However, how can artificial intelligence help inclusivity and inclusive marketing? These are the questions we will answer during this article, so stay tuned.
What is inclusive marketing, and why does it matter?
As you can probably imagine, inclusivity also affects marketing, but what are we talking about?
Definitions are pretty easy to understand – even if they may not be so easy to put into practice without some testing. From Text Help:
“Inclusive marketing is marketing that considers diversity in all forms. This includes age, appearance, ethnicity, and gender identity. As well as language, socio-economic status, religion/spirituality, and physical/mental ability. It’s about recognising that your audience is made up of different groups of people. It’s also creating marketing campaigns that will resonate with all people from all backgrounds and walks of life. Inclusive marketing also recognises that every person has multiple identities. It reflects real people in the real world.”
Marketing has often played the part of a privileged structure. Let’s think back to the past, even famous campaigns. We can quickly notice that only a few groups were represented: mostly Caucasians, with a tip-top shape, without any disability.
The reality, however, is way more complex and complicated than that, and brands are starting to acknowledge it.
If you want to engage with inclusive marketing, the main thing to learn is that there are a few rules or principles. Six of them, to be precise. In particular, they consist in:
- Start with tone
- Be intentional with language
- Ensure Representation
- Consider context
- Avoid appropriation
Why should they care about inclusivity in marketing, you may ask? It’s simple – because people care about it. To stay relevant and acceptable to audiences, advertising needs to be sensitive to how society, costumes, and perceptions change.
We are moving towards a society more careful that wants to make marginalized people seen and heard. If marketing keeps going on the route of white-rich-able testimonials, it won’t last. And here it is where artificial intelligence comes into play: it gives us data.
Inclusive marketing and artificial intelligence: how data can help
After knowing how inclusivity is crucial, you may ask how artificial intelligence is helping. The answer is that an inclusive marketing strategy allows brands to see the complexity of society better.
Think about it: if you only believe that your audience is white, over 40 men that work in financial services, how would you address them? And what could change if you noticed that there are way more different kinds of people that follow your brand?
You can learn more about your audience, including the diversity of your target, thanks to the data that artificial intelligence gives you. Now we will see how you can use this data to improve your marketing campaigns.
Targeting is the leading and most common way artificial intelligence and inclusivity can work side by side. The reason is that thanks to the speed and accuracy of artificial intelligence algorithms, you can collect, analyze and select a considerable amount of data. Moreover, you can filter them according to lots of parameters.
It will give you a better perspective of the people that follow you, and it could also be a great moment to investigate who your audience is and why. If you notice that, for example, your audience is homogeneous, you could ask yourself if you may consider opening up to other target segments – or even, if you tried, what went wrong.
Here, some NLU goes a long way, along with a touch of social listening. You can dig and find out what your target believes to be essential and see if these values have something to do with you and your brand.
Let’s say, for instance, that you skim all around the social media platforms to understand what moves your audience, and you discover they are primarily vegan, environmentally conscious, and love recycling. If you are a restaurant that only sells fat, juicy burgers, you may have a problem. Or, if your values are the same as your target audience, you may notice that it’s not so clear from your website and social media channels, and you may want to speak louder and communicate with them better.
Let’s suppose that you have discovered a new target to address for a moment. Also, you have tons of details of what that people care about. What do you do? You combine the two looking for insights.
Along with targeting your audience, having new data will help you consider new insights. An insight is a commonly known truth, sometimes unconscious, but that becomes immediately recognizable when someone points it out. It happens to be the best way to start a campaign because any advertising has to build its foundations in some truth.
The more information you have about your customers, especially from different angles and points of view, the more you will be able to create a communication that’s not stereotypical and outdated. Moreover, you can also adjust the tone of your communication according to the different segments.
Digging into inclusivity and inclusive marketing has been an exciting trip, right?
Inclusivity is not only a matter of marketing but also a matter of humanity, and many brands can take advantage of artificial intelligence and its possibilities for insights discovery.
Are you using artificial intelligence to help your brand to be more inclusive? Do you think inclusivity will be the following significant change in this industry, or is it just a buzzword?
We can’t wait to know, and if you want to understand better artificial intelligence and its power for brands and businesses, you can contact us here.