Several studies have already confirmed that diverse companies perform better than their less diverse peers. It is therefore not hard to think that infusing more diversity into marketing efforts can benefit an organization’s bottom line.
Increasing the diversity of marketing means adopting a user-centric approach to creative work. It is different from marketing diversification which only means spreading spending across more channels. Here are some ways to integrate diversity into marketing efforts.
1. Never assume that AI marketing tools know best. The performance of AI is dependent on the information it receives, and marketers often work with incomplete data. So, in designing a new marketing campaign, it is important to consider the personal, institutional, systemic and technological opportunities for bias along the chain.
2. Never assume that you know everyone that might be interested in your products or services. It is important to invest time in acquiring new audiences to improve your total addressable market. Facebook’s Audience Insights tool can be helpful in doing this.
3. Consider segmentation to show use cases. Marketers should cast diverse people in their ads not for diversity’s sake but to showcase the different use cases of the company’s product. Performance video ads can be helpful in showing people from different cultural backgrounds using products in different ways.