Peculiarities:
Diversity marketing is generally an umbrella term that describes the intent and motivation of the content of a marketing message. It however does not refer to the mode of the message delivery. That is one unique peculiarity.
Diversity marketing is also one very potent means of hyper-targeting a marketing campaign in a way that will connect with the widest variety of people within a target market. This target market relates to already identified groups with a further segmentation into smaller sub-groups or groupings using segmentation factors like marital status, weight, educational attainment, income and occupation.
Diversity marketing merely compliments but does not substitute other types of marketing channels already well known in our global marketplace. Such well known online channels like affiliate marketing, content marketing, email marketing and even traditional offline channels like direct mail and telemarketing now adapt diversity marketing for effectiveness.
What makes diversity marketing effective?
Simple! First you must consider the messaging channels. For a diversity marketing effort to be effective, it must consist of a variety of messaging channels. That is the key. These channels help to set it apart from other strategies because they help to fine-tune any specific message for a target audience delivered to the target audience via their preferred communication channels. That helps to enhance message reach and effectiveness.
For good results, diversity marketing must be data-driven, authentic and culturally sensitive failing which the message risks fallen flat on the audience. Therein lay the main challenge of diversity marketing. If poorly done, it could backfire spectacularly but when properly done, it can help a brand communicate with its target audience in a way that feels familiar to it. Doing it well somehow manages to guarantee its effectiveness.
Effective strategies to develop diversity marketing campaigns:
Most marketers are still largely experimenting with diversity marketing. Everyone now does what gets them results. Together with other types of marketing channels, there's no consensus on the single correct way to develop and deploy a diversity marketing campaign strategy. What most marketers do is to independently adopt a number of strategies which help them to get the results they want. Here's what has been tested with good results.
#1. Listening to customers:
In every business, the customer is always king. No marketing strategy can be effective without the customer as the centrepiece. To ensure authenticity in a diversity marketing campaign, it is best to allow the customers you're targeting to have a voice in it. For as much as practicable, it is an effective strategy to empower customers to create content that provides an honest reflection of what the brand you are marketing means to them. That entails diligently collecting and listening to customer feedback during and after the execution of each campaign. The information you gather will enable you to either validate or challenge the effort you are putting in. Such efforts help to provide a valuable source of real-world data you can use for future campaigns. That is aside from serving as a source of powerful messaging that's sure to resonate with others in the target market.
#2. Collecting and using data effectively:
For successful diversity marketing campaign, it is inevitable that you must collect as much data as possible with the use of modern data analytics techniques. These techniques help you to extract meaningful insights and the most accurate picture on the effectiveness of your strategy. Most marketers know that one of the most important things a marketer can do to develop an effective diversity marketing campaign is to understand the subgroups they're talking to thoroughly and inside and out. Without that, making impact is extremely difficult.
#3. Creating messages strictly for diverse markets:
This is a given because we are really talking of diversity here. Your creative team must first reflect the market you're trying to reach by creating authentic messaging suitable for a diverse market. The team must be able to provide the kinds of voices that will be vital in crafting messages that resonate with such diversity. Such a team usually flows from a real diversity in the work place reflecting various backgrounds, philosophies, and beliefs of those you're trying to market to. Effective diversity marketing easily flows from such a scenario.
#4. Being conscious of language inclusivity:
Language remains a veritable medium of communication. If you speak and nobody understands, you are not communicating. Therefore, in creating diversity marketing campaigns, it's important to know the audience you're speaking to and what language it understands. With that, you can always create messaging that doesn't exclude others but resonates with everyone. Doing that requires a detailed understanding of the ways that the language used in a campaign can have the intended effect without necessarily creating barriers or unintended biases.
#5. Avoiding a unified brand message:
This you can do by building from ground up while excluding easy adaptation. A very common mistake some marketers usually make in diversity marketing is the tendency to create a unified brand message then try to adapt it to fit each new target group. That does not work. In many cases, such cut-and-paste approach almost always ends in failure. What works is that every organic messaging should be unique for each group, recognizing its specific needs, desires, and most importantly its connection with the brand you are marketing. That is what gets the required results for the efforts you are putting in.
