How to Develop Relevant Campaigns that Capture Concerns of Customers

This doesnamp8217t just mean creating content that reflects the increasing diversity among American consumers particularly Millennials who will soon surpass Baby Boomers as the largest generation amp160It also means recognizing that the advertising and marketing industries have a few serious problems with representation problems that make it more difficult for agencies to produce content that resonates with diverse consumersWhatamp8217s more there are fundamental questions of fairness at stake for the people who work in these industriesamp160 For example even though women outnumber men in the advertising and marketing industries a 224 percent pay gap exists between the genders a number that rose from 208 percent last year according to Marketing Weekamp8217s 2017 Career and Salary Survey amp160And only 115 percent of creative directors are women amp160Considering the number of women who work in each industry itamp8217s surprising that a larger proportion of them donamp8217t hold senior roles at agencies amp160If there are systemic factors that contribute to these gender gaps agencies need to isolate them and figure out how to be more inclusiveRacial minorities in the advertising and marketing industries face substantial obstacles as well amp160Despite the fact that black Americans comprise around 13 percent of the total population they account for less than 59 percent of advertisers and marketers amp160Itamp8217s the same story with Hispanic Americans they make up around 17 percent of the population but less than 10 percent of advertisingmarketing professionalsWhile itamp8217s not easy to determine how many of these discrepancies can be attributed to systemic factors such as bias versus say divergent preferences among different groups of people advertising and marketing agencies should try to figure out what accounts for the skewed representation in their industries amp160As women in both industries demonstrate representation isnamp8217t everything differences in pay promotion rates and other indicators also have to be addressedThese are all reasons why weamp8217ll see more and more efforts to foster diversity and inclusion in advertising and marketing amp160Agencies are reporting how much diversity exists among their employees theyamp8217re actively recruiting people whose different backgrounds give them different perspectives and initiatives such as the 3 Percent Movement are working to make advertising and marketing more inclusive and representativeHowever the process of making these industries more inclusive and representative wonamp8217t just require changes in company policies and cultures amp160It will also require agencies to produce work that reflects the diverse demographics of modern consumers Thatamp8217s one of the reasons why agencies are increasingly relying upon usergenerated content UGC amp8211 a powerful tool for improving brand trust and reflecting consumersamp8217 prioritiesIf your brand wants an authentic strategy that resonates with todayamp8217s consumers particularly younger ones who spend a lot of time on social media and have more diverse networks of friends and peers than previous generations amp8211 UGC is one of the most valuable resources at your disposal amp160There are many diverse content creators out there brands just have to seek them out as they develop their UGC campaignsAccording to a 2010 article in Information Communication and Society amp8220A survey of American college students showed that among online users minority groups AfricanAmericans Latinos and Asians tend to create online content more frequently than white studentsamp8221 amp160Nearly a decade later brands finally seem to be waking up to the realities of this new userdriven world of content amp160Those brands that are willing to take the plunge will ultimately have a better shot at winning over the breadth of consumers theyamp8217re trying to reachNothing smothers creativity like a company culture or a marketing strategy that fails to seek out and embrace unique perspectives amp160However those perspectives emerge theyamp8217re precious resources because they come from lived experiences UGC is the ideal conduit for these experiences because it doesnamp8217t come from a huge expensive production teamamp160 Itamp8217s a raw and individual form of expression amp160Thatamp8217s the essence of authenticity and its exactly what consumers wantPhoto creditamp160 RawpixelUnsplashClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160amp160

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How to Develop Relevant Campaigns that Capture Concerns of Customers

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Analisa Goodin

Breaking Barriers: Nada Bradbury’s AD-ID Strategy for Advertising Effectiveness and Women in Tech - By E.B. Moss

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