Brands need to approach audience planning carefully for an effective inclusive advertising strategy

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 28, 2020, 1:36 PM UTC

It can help ensure that a receptive audience sees the branded message.

With the pandemic influencing consumer behaviour in a big way, brands should look to test audience boundaries. This need to test has been further exacerbated by the need to monitor performance from new test segments and analyse differences in audience makeup in new territories and demographics.

While this can be a time-consuming strategy, but a broadened audience provides brands with increased diversity and expands the customer base. The author contends the organisation should change some simple “standard operating procedures” to create a positive impact on inclusive advertising.

Marketers should critically analyse existing customers and look-alike audience for diverse groups. They can also look for companies with a more inclusive customer base and tap into the affinity shared with the other brand.

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