Diversity is a highly important variable for any collaborative work environment; it leads to stronger ideas, fresh perspectives, and more inclusive cultural values. Naturally, in digital marketing — a sector dependent on these dynamics — diversity can be a huge driver for success. Ad campaigns must be fluid and fully in-tune with target audience behaviors and expectations, and a more diverse marketing team makes it easier to approach this challenge while spurring progressive changes to the industry at large.
Creativity via culture
Diverse marketing teams may lead to crucial traffic-based engagement with ads, but they can also generate another type of important engagement: that which makes the workplace experience comfortable for all team members. Internal culture, in this regard, must be carefully built and fostered by team leaders to ensure a more efficient end product. As Engine CEO Ete Davies observes, “I champion diversity and inclusion in the industry because I believe in the differences between the people we have, their experiences, their backgrounds, their insights. That is where imagination lives … where true creativity is born.”
Broadening audience perspectives
Team building via diversity hinges on a simple, but significant message: “see the person, not the label;” that is, see your team members primarily for their talents and skills, not their experiences or physical appearance. This same principle can be applied to effective, timely marketing techniques when it comes to audience perception. The targeting process can be inherently broad and dispersed, but it has evolved to include any number of key nuances regarding demographics, locations, consumer habits and interests, and other important focal points. By constructing a diverse marketing team, you are ensuring a stronger perception of these attributes, which in turn should lead to ad campaigns that are handled more sensitively — the type of consideration that broadens reach and drives engagement, but not as a result of generalization or misplaced interpretation.
While diversity’s immediate cultural and internal team-based benefits are apparent, its broader revenue-based potential continues to go underestimated. Today’s workforce must shift its perspective to recognize diversity as a driver for not only societal change, but to gains in corporate profit; therefore, it has become a direct priority to business viability and should remain at the forefront of talent acquisition and retention. In marketing, these benefits go hand-in-hand with the industry’s time-tested goals and mission.