In response to increased social discourse about racial and gender inequity in the US, marketers are redoubling their efforts to be more inclusive. By reflecting the diversity of the real world in their teams and campaigns, they can build greater brand affinity and deeper customer relationships while working to effect positive change.

eMarketer principal analyst at Insider Intelligence Victoria Petrock discusses how to be an inclusive marketer. She then talks about new guidelines for drone delivery, retailers turning to augmented reality (AR) to help online shoppers try products on, and the ceiling for virtual reality (VR) adoption.

Marketers are turning to technology and inclusive design to ensure their websites, customer experiences, and campaigns are accessible to all consumers, including people with disabilities.

In the midst of social upheaval in the US, many marketers are striving to be more inclusive, especially as they relate to people who have been historically underrepresented, excluded, and stereotypically portrayed. By embracing and reflecting real-world diversity, they can build greater brand affinity and deeper customer relationships while working to effect positive change.

Danielle DeLauro, executive vice president of Vab, an organization that provides video advertising insights to marketers and agencies, joins eMarketer co-founder and Insider Intelligence chief evangelist Geoff Ramsey to discuss the role of brands in addressing social issues and the importance of video to drive messaging about diversity and inclusion.

Today’s sociopolitical events have lit a fire under brands to address social injustice and diversity, equity, and inclusion (DEI) in deeper ways than they have in the past. Companies are using marketing and advertising to respond to and support discussions about systemic racism and the Black Lives Matter protests, the fight for LGBTQ rights, the #MeToo movement, the COVID-19 pandemic, and issues of immigration reform, to name a few.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Marc Vermut, vice president of marketing solutions at Neustar, and Mark Myers, senior vice president of customer success at iSpot.tv. They will share an innovative way to look at measurement to solve omnichannel marketing problems and more, inclusive of TV.

This is unacceptable, according to Christina Mallon, global head of inclusive design and digital accessibility at Wunderman Thompson. “The representation in marketing needs to be inclusive and accurately represent the demographics of the world,” she said.

We define travel to include airlines, car rentals, hotels and resorts, online travel agencies, cruises, and destination marketing organizations, inclusive of leisure and business travel.

These brands, and others, are noteworthy for their successful attempts to embody corporate diversity, equity and inclusion commitments in their marketing. Nike, for example, features stories about diverse athletes and showcases inclusive products, such as the Nike Pro Hijab for Muslim female athletes, adaptive activewear for people with disabilities, and athletic wear in plus sizes. Read more:.

You also have to be inclusive and open and make sure you’re not going the easiest route—but that you’re going the route that is reflective of your consumers.

Though US law requires most public and private companies to make their websites and digital experiences accessible to people with disabilities, many are still missing the mark. But as the pandemic forces more people to work, study, shop, and conduct business online, it is empowering the disability community. Brands are turning to new technology and inclusive design to boost accessibility and extend their outreach.

The lag in boomer adoption in apps and other digital technologies also relates to shortcomings by the tech industry in developing products older consumers would want, and then marketing those products in an inclusive way. “Nobody wants to be pigeonholed, but how do you make sure when you do user testing that you actually include a 65- and 70-year-old,” said Dr.

HubSpot, marketing software provider with 2,600 employees. Goal: Inclusive remote global workspace. Tool: Video conferencing. Use Case: The entire company uses a video conferencing platform for employee enablement, said CMO Kipp Bodnar. While workers typically use video conferencing for real-time conversations, the video recording features have been helpful for “asynchronous communication.”

Influencer marketing is an important part of the marketing mix for most companies, especially those in the retail space. A survey conducted last September by Forbes Insights found that 30.5% of companies worldwide are increasing their focus on influencers as part of the advertising media mix.

This phenomenon aligns with the experience of most markets globally, wherein search has suffered heavily from the absence of travel-related planning, a slump in high-value consumer product discovery and a turn toward news and information-related queries (which are traditionally less ad-friendly from a marketing perspective).

Nondisclosure of marketing ties is still a huge problem, even with new crackdowns by governmental bodies. These problems threaten the authenticity that influencers supposedly bring to marketing.

As a marketing professional, reaching highly engaged streaming audiences is made possible by Connected TV (CTV) advertising. In part one of a four-part series, dataxu provides the key definitions, guidelines and best practices to take full advantage of this high-impact format. What is Connected TV? TV screens that can stream digital video, inclusive of television content.

As Pride Month continues, brands keen to use Pride-themed content to advertise their products should be aware that customers pick up on this as a marketing ploy.

HubSpot, marketing software provider with 2,600 employees. Goal: Inclusive remote global workspace. Tool: Video conferencing. Use Case: The entire company uses a video conferencing platform for employee enablement, said CMO Kipp Bodnar. While workers typically use video conferencing for real-time conversations, the video recording features have been helpful for “asynchronous communication.”

"In the old world, if you saw a trend in your marketing data—sales were picking up, or search volumes were increasing—you had to predict if that trend would continue in the same direction over a long period of time," Reiffen said.

—Michael Patterson, Marketing Director for EMEA, DynamicAction. “Physical retailers face a number of challenges, including Brexit. Direct-to-consumer brands are stealing a march on traditional brands in terms of their marketing strategy.

TikTok, the Chinese short-video app, is taking off in the US, India and elsewhere. It offers many unique marketing opportunities, such as the Hashtag Challenge, but marketers should take note of some risks.