Are Your Digital Marketing Campaigns Diverse and Inclusive?



What Exactly Does Diversity and Inclusion Mean? 

Diversity and inclusion are terms that may sound straightforward -- meaning to be diverse and inclusive -- but many brands and businesses struggle with actually creating digital ads that can successfully execute these concepts. 

Aside from featuring and catering to diverse audiences in ads, diversity and inclusion initiatives go a step further by ensuring that diverse audiences are represented accurately and without stereotypes, with the overall goal being to make audiences feel understood and included. In addition to ethnicity, diverse and inclusive ads can also span across gender, sexual orientation, and reaching those with disabilities.

For a more in depth look, visit our post about the importance of multicultural marketing to see why diversity and inclusion initiatives are increasingly important when reaching multicultural audiences.

Why Create Diverse and Inclusive Digital Marketing Campaigns? 

Aside from the fact that diverse and inclusive digital marketing campaigns are a step in the right direction for your business to welcome and include audiences of all backgrounds, diverse and inclusive campaigns are increasingly sought after by consumers -- and the results are in.

In a recent survey conducted by Facebook for Business, 54% of participants said that they do not feel fully culturally represented in online advertising -- and members of diverse communities are the most impacted. For example, of those surveyed, Latino and Black Americans are 1.8 times more likely to say they see negative stereotypical representation in online ads. 

As a result of not feeling accurately or fairly represented, diverse and inclusive ads are in demand and quickly becoming the new standard when consumers evaluate their options. The same survey found that when brands do address representation, it has a multitude of positive effects, including helping to drive purchases and brand loyalty. 

Over half (59%) of consumers polled said they are more loyal to brands that stand for diversity and inclusion in their online advertising, and 59% also said that they prefer to make purchases from brands that stand for diversity and inclusion in their online advertising campaigns. 



How to Make your Digital Marketing Campaigns More Inclusive

While a cohesive diverse and inclusive digital marketing presence won’t happen overnight, below are several ways you can get started on your business’ journey to getting there. From developing a multicultural marketing strategy to partnering with experts who can help you every step of the way, check out the options below! 

Develop a Multicultural Marketing Strategy

If you’re running or planning on running digital marketing campaigns, reaching multicultural audiences is a no-brainer. As avid digital users and adopters of the latest technology, connecting with multicultural audiences across their favorite platforms is key. 

Determining how, when, and where to reach them online are great ways to begin formulating a multicultural marketing strategy. Tried and true methods on social media include YouTube, Facebook, and Instagram ads -- but did you know that multicultural consumers also spend plenty of time listening to digital audio and watching content on their Connected TV devices?

According to a recent Nielsen Podcasting Report, podcast listeners are now more diverse than ever before. Currently,  41% of listeners tuning in to podcasts are non-white -- making podcast listener audiences more diverse than the overall U.S. population! 

Interested in learning more? Be sure to check out our posts about diverse digital audio and online video streaming audiences for the latest insights on how to reach them effectively.



Reach Growing Hispanic Audiences With Hispanic Marketing 

If you’re in the United States, chances are that your community has a large and/or growing Latino population. Roughly 1 in 5 people in the U.S. are Latino, and U.S. Hispanic consumers control a total of $1.5 trillion in buying power -- a 212% increase in this decade alone. You can’t afford to miss out on connecting with this influential audience!

Research from Marketing Charts reveals that 62% of consumers feel like a brand’s diversity (or lack of diversity) has had a direct impact on how they perceive a brand’s products and services -- and Hispanic respondents (40%) in particular have quit a brand that has not represented them in their advertising. 

As active digital users who spend plenty of time across digital platforms, they’re an ideal audience for your business’ digital marketing campaigns. Check out these Hispanic digital use statistics from eMarketer below: 

• Hispanic adults average 4 hours (4:00) per day on app/web smartphone usage, which is 14 minutes more than the average (3:46) for the total adult population.
• Hispanics over index compared to the total population as smart speaker owners, at 35% vs. 30%.
• 77.7% of Hispanics will be digital video viewers in 2021, topping the 74.2% figure for the total population. 
• 64% reported watching digital/streaming video daily,  compared to 43.7% of total respondents.
• YouTube is a major component of Hispanics’ digital video viewing. It’s estimated that 69.2% of Hispanics will be YouTube viewers in 2021, vs. 65.2% of the total population. 
• In a July Morning Consult survey, 78% of Hispanic adults ( compared to 66% of total adults) identified themselves as YouTube users.

As we mentioned earlier, authentically connecting diverse audiences is more complex than simply reaching out to them with generic messaging. For instance, how do you plan on addressing them? Do you know the best creative messaging to use for their specific age group and level of acculturation?  Do you actually understand the nuances of their culture and heritage? 

Read our post here to learn about popular misconceptions people have about Latino audiences to ensure you avoid common pitfalls.

Plus, learn more about the top digital marketing and Hispanic marketing terminology by downloading our free Intro to Hispanic Digital Marketing eBook!

Partner with a Digital Marketing Agency that Specializes in Multicultural and Hispanic Marketing 

It’s no secret that a lot goes into executing successful digital marketing campaigns that meaningfully connect with diverse audiences. If you want to prevent costly marketing mistakes and get it right the first time, opting to partner with an experienced digital marketing agency that specializes in multicultural marketing is the way to go.

By hiring expert digital marketing consultants who understand the cultural nuances and most effective ways of reaching your target audiences, you can ensure that your multicultural marketing campaigns are in good hands. 

Head over to our post about how to choose the perfect Hispanic marketing agency for your local business to gauge which criteria you should use to select the best digital marketing agency for you and your business goals! 



How to Get Started with Diverse and Inclusive Digital Marketing Campaigns

Interested in getting started or want to level up your current digital marketing campaigns? Feel free to contact our digital marketing experts or find a location near you to learn how we can help you grow your business through our innovative digital solutions and creative marketing strategies. 

Check out our services to see how we do it, and visit our success stories page to see examples of successful Hispanic digital marketing campaigns in action.

General questions or comments? We’d love to hear from you -- contact us here!