What is Inclusive Marketing? — Joyann Boyce // Arima & Co
- B2B
- Social Media Marketing, Marketing Operations, Webinars, Event Marketing, Content Marketing, Community
- Marketing Consultancy
- Branding, Market Segmentation, Marketing Strategy, Marketing Team, Artificial Intelligence
- Part 1 What is Inclusive Marketing? — Joyann Boyce // Arima & Co
- Part 2Inclusive Marketing strategies — Joyann Boyce // Arima & Co
Show Notes
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02:05Defining inclusive marketingInclusive marketing understands that the audience being targeted is diverse. It involves ensuring they have access to the content, and they are represented in copy and imagery.
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04:28Diversity marketing vs inclusive marketingDiversity marketing campaigns tend to focus on a specific community. Inclusive marketing opens up targeting by integrating diversity into everyday, relatable storylines and campaigns.
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07:05Potential brand risks from inclusive messagingAudiences may perceive that the brand's values do not align with the messaging. Or, individuals do not connect with a storyline and werent ever your ideal customers.
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09:13Inclusive marketing in B2BGrowing companies are shifting their values to become more inclusive and leading with a purpose. This purpose is being reflected in inclusive hiring practices, sustainable practices, etc.
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11:11Inclusive messaging and brand authenticityPeople would rather brands be authentic than stand behind issues they dont care about. So, marketing, sales, leadership, and the direction of the company must be aligned.
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14:25The social media algorithm biasAlgorithms have traditionally benefited white men, enabling them to build up large followings. People who havent been able to benefit from algorithms and systems start at a disadvantage.
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16:44Evaluating how to prioritize inclusion and diversityStart with a balanced data set to understand what you're comparing. Then it boils down to figuring who the audience is, where they are, and whether the ROI in the long run makes sense.
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19:19Inclusion in a predominantly nonLook within your target audience for ways to promote inclusion from different perspectives. Try to gain access to communities and safe spaces created by individuals online.
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20:41The benefits of inclusive marketingInclusive marketing is prioritized by Gen Z and millennials and its a way to increase their buying intent. Making marketing inclusive opens you up to a segment that's already interested.
Quotes
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"There's a difference between campaigns that are focused on a narrative like the things you see in pride month vs an everyday campaign where it just happens to be part of the storyline." -Joyann Boyce, Founder, Arima & Co
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"Companies that are growing, are shifting their values to be inclusive. They're leading with purpose. That purpose could be diversity and inclusion in who they hire, sustainability, etc." -Joyann Boyce, Founder, Arima & Co
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"I'm definitely not saying that every company should be marketing inclusively if it isnt their values. Because, well have a false economy of people believing that an organization is good." -Joyann Boyce, Founder, Arima & Co
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"The relationship between leadership and the direction of the company needs to be on point. If you're going to receive backlash like H&M did in 2018, you need to have something to stand on." -Joyann Boyce, Founder, Arima & Co
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"Theres research that says, even if it's smaller, when individuals from marginalized backgrounds have a following, their following tends to engage more because there's less of those people to look to." -Joyann Boyce, Founder, Arima & Co
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"Algorithms have only been benefiting certain people, white men. When people who havent been benefiting from algorithms come along, they're starting at a disadvantage, but it's not always transparent." -Joyann Boyce, Founder, Arima & Co
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"If you're comparing 100 people to 10 people, you don't know what that reach is in the longevity, because you've had a hundred people to go at." -Joyann Boyce, Founder, Arima & Co
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"The younger generations coming on board and their buying intent right now is about 70% on the values of a company. So, you could increase that buying intent with the younger generation." -Joyann Boyce, Founder, Arima & Co
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"Even if you're targeting a specific generation, or specific market, making that marketing inclusive opens you up to a segment that's already interested." -Joyann Boyce, Founder, Arima & Co
- Part 1 What is Inclusive Marketing? — Joyann Boyce // Arima & Co
- Part 2Inclusive Marketing strategies — Joyann Boyce // Arima & Co
Up Next:
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Part 1What is Inclusive Marketing? — Joyann Boyce // Arima & Co
Joyann Boyce, Founder of Arima & Co, talks about the importance of inclusive marketing. Brands are paying closer attention to how they portray inclusivity in their messaging to truly reflect the diversity in the audiences they serve. Afterall, younger generations believe companies should address diversity and are only willing to support brands stepping up the inclusion plate with their marketing efforts. Today, Joyann discusses what inclusive marketing actually is.
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Part 2Inclusive Marketing strategies — Joyann Boyce // Arima & Co
Joyann Boyce, Founder of Arima & Co, talks about the importance of inclusive marketing. As the TikTok generation grows older and audiences become more diverse, inclusive marketing will need to be part of your marketing arsenal. While it’s easy for us as marketers to default to stereotypes, thinking about how we can get our campaigns to touch as many people as possible, is where the magic really is. Today, Joyann discusses creating inclusive marketing strategies.
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