{"id":225857,"date":"2023-10-10T14:20:28","date_gmt":"2023-10-10T14:20:28","guid":{"rendered":"https:\/\/smithfieldagency.com\/?p=225857"},"modified":"2023-10-12T12:58:32","modified_gmt":"2023-10-12T12:58:32","slug":"9-reasons-why-inclusive-marketing-gets-better-results","status":"publish","type":"post","link":"https:\/\/smithfieldagency.com\/insights\/9-reasons-why-inclusive-marketing-gets-better-results\/","title":{"rendered":"9 Reasons why inclusive marketing gets better results"},"content":{"rendered":"\n
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Following on from the agency\u2019s sessions on National Inclusion Week<\/a> where we explored our diversity as a group, now feels like a good time to apply some of those learnings to our work.
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Have you ever thought about the impact of your marketing campaigns on a wider, diverse audience? Inclusive marketing is no longer just a trend; it’s a necessity. In the modern era, brands need to reflect the diversity of the world they’re marketing to.
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Consumers expect representation
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The UK is made up of a mosaic of different cultures, genders, ages, and abilities. As societies become more diverse, businesses can’t afford to target just a single segment of the population.
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Consumers today, armed with information and choices, expect brands to understand and respect their individual identities. They seek relatability, and brands which can’t provide this simply fall out of favour. Here\u2019s 9 reasons why embracing inclusivity gets better results:
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1. Authenticity
<\/strong>By showcasing a diverse range of individuals, businesses mirror the real world and enhance brand authenticity. It\u2019s particularly important for millennials and Gen Z, who say this is their most important value.
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2. Broadens audience reach
<\/strong>Instead of limiting communications to a narrow demographic, inclusive marketing allows brands to communicate with a larger, more varied audience, maximising the potential for growth and market penetration. Some products and services are universal \u2013 think broadband \u2013 you need to reach as many people who may buy as possible!\u00a0
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3. Building trust
<\/strong>Customers prefer brands that resonate with their own values. Inclusive marketing sends a message that the brand cares about everyone, leading to increased trust and long-term loyalty.
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4. Encourages positive word-of-mouth
<\/strong>Inclusive campaigns can often lead to increased social media sharing and positive word-of-mouth, as they evoke emotions and make consumers feel seen and understood. Think Dove\u2019s Men Care campaign<\/a> which celebrates what modern masculinity looks like, or Skittles losing their rainbow and partnering with LGBTQ artists<\/a> for pride.
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5. Drives innovation
<\/strong>Adopting an inclusive perspective can lead to new and unique marketing approaches. Diverse teams often bring fresh ideas, leading to innovative campaigns that stand out in the market.
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6. Enhances brand reputation
<\/strong>In the age of information, customers are more informed and socially aware. Brands that practice inclusive marketing are seen as progressive and socially responsible, enhancing their overall reputation.
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7. Higher engagement levels
<\/strong>Campaigns that highlight a variety of life experiences can lead to increased engagement, as more consumers see themselves reflected in the marketing materials. There\u2019s sound commercial sense too \u2013 for example, the over 55\u2019s represent nearly 70% of all UK household wealth<\/a>, yet 88% feal they\u2019re not represented in ads.
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8. Supporting social causes
<\/strong>Inclusive marketing isn\u2019t just about representation; it\u2019s also about awareness. Brands can shed light on important social issues, creating a positive impact on society while resonating with socially conscious consumers. A good example is the AVIVA community fund<\/a> which helps build stronger communities across the UK.
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9. The bottom line
<\/strong>Given all the above benefits, inclusive marketing often translates into better financial performance. By reaching and resonating with a broader audience, brands can see improved return on investment (Kantar, 2021<\/a>) for their marketing campaigns.<\/p>\n\n\n\n

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Brands need to reflect the diversity of the world they’re marketing to.<\/p>\n","protected":false},"author":3,"featured_media":225858,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"\n

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Humans are constantly evolving and adapting to their environment. If you want to observe this in action today, just look at your mum or dad (or grandparent depending on your age) pressing a doorbell, they likely do it with their index finger, whilst Millennials and Gen Zer\u2019s press a doorbell with their thumb. This change can be attributed to mobile phone usage (and gaming to some extent too). Mobile phone usage is so ubiquitous it\u2019s even changing how we evolve \u2013 something Darwin probably didn\u2019t even conceive of when observing tortoises!<\/strong>
 
By 2025, it\u2019s predicted that 95% of the UK<\/a> (or around 65 million people) will own a smartphone. Mobile already accounts for nearly 60% of online adspend (IAB<\/a>, 2023) and stands apart from other forms of online advertising due to its unique characteristics and user behaviour.
 
Since the advent of mobile devices, it\u2019s been clear that mobile advertising requires a distinct approach to fully harness its potential and connect with users effectively. Here\u2019s 7 ways to ensure that your mobile campaigns achieve the best possible results\u2026
 
1. On-the-go audience
<\/strong>Unlike traditional desktop users, mobile users are often on the move. They access content while commuting, waiting, or during leisure moments. This behaviour creates a need for concise and impactful advertising that captures attention swiftly.
 
2. Interactivity
<\/strong>Mobile devices offer touchpoints that desktops cannot replicate. Interactivity through gestures, taps, and swipes enhances user engagement. Advertisers can tap into formats that create immersive experiences in ad units and on social media networks like Snapchat. Story formats<\/a> on Instagram and Facebook require the user to interact with the ad.
 
3. Embrace social media platforms
<\/strong>Social media and mobile devices are tightly intertwined. Establish a strong presence on platforms frequented by your target audience to ensure strong organic reach. Boost content campaigns with paid media spend<\/a> to increase reach.
 
4. Location-based targeting
<\/strong>One of the standout features of mobile devices is GPS capability. Advertisers can leverage this to deliver location-specific content, such as offers available at nearby stores. Location-based targeting ensures relevance and increases the likelihood of conversion. It also reduces wastage.
 
5. Optimising the mobile experience
<\/strong>Mobile users demand speed and convenience. Ensure that your website and landing pages are optimised for mobile devices. Quick loading times and easy navigation are imperative for retaining user interest. One second too long and you could lose the user.
 
6. Utilise video content
<\/strong>Video content has gained significant traction in mobile advertising thanks to TikTok. Short, engaging videos can convey your message effectively and leave a lasting impression. According to internal TikTok data<\/a>, the perfect length of video is between 21-34 seconds.
 
7. Personalisation is key
<\/strong>Mobile devices offer stacks of personalisation opportunities based on user data. Use this to your advantage by delivering customised content, recommendations and offers that align with user preferences.
 
Mobile advertising has emerged as a powerful and unique way to connect with audiences on the move. Its distinct characteristics, coupled with user behaviours, demand strategies that captivate and engage. By comprehending the nuances of mobile advertising and implementing targeted approaches, you can unlock the potential for successful campaigns that leave a lasting impact. To learn more about mobile best practice, contact our specialist team<\/a> today.
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