Making marketing more inclusive!

What is accessible marketing??

Accessibility is a term that is becoming more frequently discussed in current times, an issue that should be taken more seriously in the creative field. It refers to the design of an experience to cater to various different needs of individuals, particularly those with disabilities. Accessibility measures are seen most commonly in the physical side of life, on public transport, in shops and restaurants and so forth but for some reason these features have been neglected in the marketing landscape. A lot of digital content whether this be on social or websites and advertising for example is inaccessible for many. Changes do seem to be taking shape, and brands like Visa, Chanel and Accenture are being names as some of the most inclusive online brands (according to Affice) and therefore leading the charge. It’s now time though for other brands to follow suit and encourage the marketing industry to make accessibility a key part of their strategy going forward.?

The importance of accessibility?

The main aim of accessible marketing is to remove barriers and make sure that each and every consumer in the audience can access content in a way that suits them best. In doing so, it shows a deep level of care and understanding of the audience the brand is ultimately trying to engage. According to The World Bank, “one billion people, or 15% of the world’s population, experience some form of disability”. Aside from it being the ethical thing to do, it’s also the smart thing to do with regards to making more money. So many brands are missing out on the potential to convert up to a billion new customers, that is a massive demographic left untouched. It’s marketers’ responsibility to not just keep creativity in mind when designing content but making sure that it’s accessible to everyone.?

How to tackle it?

Accessibility can easily be paired with customer experience, so as a marketer looking to implement this within the business integrating it within the customer experience team is a good place to start. This way it can be assessed along with all other customer feedback and can promote brand growth whilst improving the customer journey for everyone.? Eleven Marketing provide some great tips in order to shift the focus. First off, start with having accessibility at front of mind when working on marketing communications. Oftentimes it can come as a last-minute thought but by assessing it at the start ensures that everyone can benefit from the finished result. Furthermore, listen to the audience rather than making assumptions about them, using their feedback in order to shape the content will help hugely in the journey towards inclusivity and avoids pigeon-holing an individual. Then finally, consult a professional in the field and communications. In doing so will make sure the brand continues to hit the mark.?

Conclusion?

To round off, accessible marketing although it may require more initial planning will be beneficial for both parties ultimately. It’s enabling users from all walks of life to connect in a meaningful way which can now mean brands have the opportunity to convert an audience previously untouched. Moreover, it does wonders for brand reputation and business performance overall!?