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.

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.

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.

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.

Article: Consumers expect brands to be inclusive. Report: Best Practices for Inclusive Marketing.

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.

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.

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.

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.

eMarketer is pleased to moderate a Tech-Talk Webinar featuring Salesforce's Kathy Baxter, architect, ethical AI practice. She will discuss how to use AI marketing to build customer trust as the third-party cookie deprecates and marketers must collect data directly.

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.

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.

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.

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.”

Customers became more reliant on online channels during the crisis, but did not necessarily find the websites as informational, navigable, or inclusive as they may have expected. Product & fee information should be more clearly presented in digital channels. Customer understanding of interest rates and fee structure experienced year-over-year declines of 5% and 4%, respectively.

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.

By 2024, they will account for 11.6% of the overall mobile phone market, inclusive of 13.6% of 4G users and 9.5% of 5G users. Key Takeaways. The 5G boom was delayed, but it’s here now. 5G mobile service subscriptions will shoot up from 15.8 million last year to 74.0 million in 2022. More than a quarter of mobile phone users will be on 5G by next year.

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.