Invest in cultural moments to create inclusive media campaigns

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2021, 11:56 AM UTC

Build inclusive media strategies to better connect withl consumers at scale.

Marketers can alter the creative process and ensure all audiences are represented in campaigns by implementing an inclusive media planning and buying approach. Expand inclusive reach by connecting with people on their preferred platforms and investing in channels that reach them at scale.

For example, Google teamed up with Blavity, a digital media network founded by Black millennials, to promote the #InTheBlack campaign to support US black-owned businesses during COVID-19. Associate the company with cultural moments and events, to acquire highly targeted media buys across platforms and engage with individuals who share the “passion points.”

Create localised and relevant search ads and landing pages with varied languages to enhance user journey, boost inclusive marketing, and better portray all audiences. Including regional and local differences in creatives helps inclusive campaigns.

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