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What Every Marketer Needs to Know About Inclusive Digital Marketing


Before we can even talk about why marketers ought to care about inclusive digital marketing, let’s define the concept first. Jessica Fish, defines it in her post “Why Inclusive Marketing Should be on Your Agenda for 2016” as: “Inclusive Marketing is marketing to specific demographics without relying on stereotypes. Inclusive Marketers embrace their role in creating a visual culture that is more representative, that strives to understand our differences and histories, that seeks to illuminate places of commonality.”

Inclusive Digital Marketing

The Future of Inclusive Digital Marketing

In the past, advertising has had tenuous representations of people with disabilities. Recently, however, there are a number of advertisers who make disability a part of their brand’s overall message. A good example is BMW’s Team USA ad for Rio 2016 and another is Apple’s Christmas ad with Stevie Wonder.

But marketing to people with disabilities is becoming harder and harder to ignore, due to it’s size and growing market spend. To put things into perspective, there are over 63 million people with disabilities living in North America, and as the continent’s largest minority group, people with disabilities control over $200 billion in spending.

Building Inclusive Digital Experiences

But only having inclusive ad campaigns isn’t enough.

An inclusive ad isn’t going to solve the frustration your customers with disabilities might feel in trying to engage with you digitally.

Marketers should ask themselves the following questions:

  • How easy is it to navigate is the website without a keyboard or a mouse?
  • Is it easy for people with disabilities to find the information they need?
  • Is it possible for a person with a disability to conduct a transaction or make a purchase online?

Inclusive Digital Marketing & The Customer Experience

It’s the age of the customer and marketers have the privilege of creating and owning the digital customer experience. A recent CEI Survey has shown that 86% of buyers will pay more for a better customer experience, but only 1% of customers feel that vendors consistently meet their expectations.

To tap into this market, however, marketers must make greater efforts across a number of touch points, especially web and mobile. Inclusive websites are those that go beyond adherence to the WCAG 2.0 criteria (sidebar: this is an absolute must), they also provide assistive technology.

There are many customers with physical disabilities who need assistive technology to access and navigate a website. Inclusive design makes it easy for these customers to engage with the website in the same way that their able bodied peers can. Inclusive digital marketing allows these customers to now shop online, research products and services, conduct financial transactions and have a consistent experience with a brand in the omni-channel.

Marketers who invest in their customers with disabilities will reap the rewards: They’ll enjoy brand loyalty and repeat business from the largest minority group in the world.

To learn more about how marketers can enhance the digital customer experience through inclusive marketing, download our latest whitepaper, “What Every Marketer Needs to Know About Inclusive Digital Marketing”.

An Innovative Solution

eSSENTIAL ACCESSIBILITY has developed a comprehensive accessibility solution to help organizations follow the Web Content Accessibility Guidelines (WCAG) and achieve and maintain compliance with standards and regulations. This includes integrating web compliance evaluation services with assistive technology to deliver a transformative experience for people with disabilities. Learn more about eSSENTIAL ACCESSIBILITY’s innovative solution.

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