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First of all, Carol Watson, the founder and president of Tangerine Watson, Inc., said businesses shouldn’t feel like they have to recalibrate their entire marketing strategy playbook. Most of the time, your main plan is sound enough because you’re already aware that diversity in marketing needs to happen.
But, said Watson, “There may be disconnects in strategy, unrecognized chances to make the most of data that exists or missed opportunities to leverage diversity from the company’s internal and external stakeholders.”
Get outside input
Pepperdine University conducted a study analyzing how companies solve the cultural divide dilemma. The researchers reported, “One executive . . . held a strategy consortium with external ad agencies to weave inclusive marketing into every aspect of their marketing processes. This helped the marketing communications team connect to consumers more authentically.”
Gathering and interpreting data
Part of developing a good inclusive marketing program is collecting the appropriate data about your consumers. Find out who is buying your products, from where, and why they’re doing it in order to discover who is actually converted to your brand, who the one-time customers are, and who is turned off by insensitive advertising material. Once you have your data, you can incorporate more inclusive strategies where they are most needed.
Marketing News brought to you by ClickToCallMarket.com Source: forbes.com/sites/groupthink/2014/12/05/5-strategies-to-avoid-embarrassing-marketing-missteps-in-a-multicultural-world/2/
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