Reflect diversity in marketing, offer long-term value to connect with consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2022, 2:52 AM GMT+0

According to Deloitte Insights, minorities are more conscious of whether a brand promotes diversity.

Marketers must adapt their tactics around developments like social issues in 2022, as more customers consume digital content and use smart devices. Build a digital environment to support initiatives like diversity and inclusion and ensure the brand’s purpose aligns with the long-term value it delivers to gain trust.

With the consumer population getting more diverse by race, ethnicity, sexual orientation, businesses must ensure their marketing campaigns are inclusive and diverse. Brands can connect with prospective customers by showing varied backgrounds in their messaging.

Moreover, as third-party cookies get phased out, transitioning to alternative tracking tech is recommended for a holistic view of customers across devices and to offer tailored experiences. Incorporate data-driven insights and technology to inform marketing decisions and optimise personalisation.

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