The Global Marketing Alliance

Tag: ethnicity

Diverse marketing and brand reputation: why it’s so important to embrace diversity

Post author By Lucy Smith
Post date 12th June 2018

How ‘diverse’ are your marketing teams? Are they viewing a campaign’s creativity from a multi-cultural, gender-fluid, age/ability-inclusive perspective? Or is there still an insensitive slant towards sweeping generalisation in your marketing messages? Lucy Smith calls for more diverse marketing and shows how and why your care and regard for all minority groups and segments can enhance your business reputation and customer loyalty.

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Tags content management, content marketing, customer experience, customer loyalty, diversity, ethics, ethnicity, Gen X, Gen Z, gender, marketing agencies, marketing campaign, marketing campaigns, marketing strategy, millennials, reputation, segmentation, social media

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Why it’s not racist for marketers to treat different ethnic groups differently

Post author By Sally Hooton
Post date 5th July 2017

Marketers aim to understand all potential customers’ needs, desires and behaviours in order to give them personalised access to their services and goods. So why do they shy away from segmenting minority populations according to ethnic groups, culture and background? Prof Richard Webber says that by ignoring those differences – albeit with noble and non-racist intent – marketers are actually depriving those potential consumers of the benefits of customer experience personalisation.

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Tags Big data, customer experience management, data analysis, data segmentation, data strategy, ethnicity, personalisation