Diversity and inclusion are topics for all marketers

Soon you will hear some new rumors on Martech Today. We welcome Meg Ryan and Chris Wood. Meg is a leading content expert, brand reporter, and text editor. Chris has been in the Martech space for a while and was a co-editor at DMN.

They will bring some new perspectives to our coverage and I will share this platform with them from time to time.

The burden of diversity should not rest solely on the black market

Overall, the data shows the continuing need to foster marketing diversity. The National Association of Advertisers (ANA) found in a 2020 report that only 6% of the total members and 3% of the members who are CMOs are black.

Diversity is an issue that starts early in the career channel. Not only is it more difficult for black traders to start a career of their choice, but they are also less likely to get promoted. Mercer, a human resources consultancy, released data last year showing that only 12% of support and auxiliary personnel are black (compared to 64% of whites) and, unlike blacks, are gradually declining. Get promoted to the next level. change to. Access prohibited. The difference is even greater for black women. A 2020 report from McKinsey and LeanIn.org found that only 58 women of color are promoted and nominated for every 100 men promoted and nominated for leadership positions.

The burden of representation and inclusion should not rest solely on black and non-white merchants. All team members must make it a priority. Brands should also remember that the target audience is diverse and diverse and that marketing teams. therefore it is necessary to incorporate these elements to represent these experiences.

Digital travel is not only digital

It was an agile marketing conversation started by John Cass, digital strategist and host of the Deep Dive in Agile Marketing podcast. But what impressed us most was less mobile marketing than digital travel in general. Lyndon Johnson of Think Different [fly], an agile communications group, wrote: “I think one of the biggest challenges in digital marketing is the assumption that the most important or attractive mechanism for online action must be online. We need to solve this problem (or test it in the context of the marketing organization and the audience).

Cass replies, “I remember speaking to a group of AMA presidents around 2005, where all of the top leaders confirmed that their members were not responding to the email.”

Why do we care? This is an important fact that can be easily overlooked as travel is not necessarily digital or 100% non-digital. In today’s environment, we can sometimes think we can go digital to virtual and to the store or in person. But it’s not that simple, and we’ve certainly heard from B2B and B2C marketers that interacting with tangible assets – direct mail, gifts, subscribers – can be effective. And that can of course lead to digital action.

Responsibility for diversity should not rest with merchants

Jamar Ramos, like many of us, started with search engine marketing. Ramos admits that he had problems with school from the start, but realizes that it is important to study to enter the content industry. ‘I realized my salary would be limited by limited education. People can say that I don’t have this sheet of paper from a four-year accredited university that says, ‘You paid us a lot of money, you’ve been in class for four years and look, your skin gives ten, you can. do it now. in an hour.

After a nontraditional college career, Ramos studied creative writing and English and landed a job as an SEO content writer. “I went to the interview and was honest. I told them I could write, that I had to train them in SEO. And so began his long career in content and research.

A failure of diversity

The success of Ramos and Johnson is statistically a rare story for black traders. Overall, the data shows just how far marketing has yet to go in diversity. The National Association of Advertisers (ANA) found in a 2020 report that only 6% of total members and 3% of CMO members are black.

Diversity is an issue that begins with the arrival of an appellate judge, Ramos and Johnson say. Not only is it more difficult for black traders to start their preferred career, but they are also less likely to get promoted. Mercer, a human resources consulting firm, released data last year showing that only 12% of the support team and managers are black (versus 64% white) and that they are gradually declining, while blacks are not. Companies are not promoted. The difference is even greater for black women. A 2020 report from McKinsey and LeanIn.org found that only 58 women of color are promoted and nominated for every 100 men promoted and nominated for leadership positions.

Reflect your customers

Johnson points out that our core audience is diverse and diverse and that our marketing teams must record these voices to reflect these experiences. “If your clients are different from you and not recognized, you will lose them,” writes Michael P. Krone in an essay on the title. When you have a more diverse workforce and leadership team, you will not only discover the potential of all potential customers but also help them grow.

In fact, McKinsey’s data is likely to yield 33% more profit for companies with multiple executives, and one reason could be that they know how to engage more than one audience. Johnson said it is also critical to the market: “We have to look at things from more than one perspective because we sell products or services to more than one type of person.”

Soon you will hear some new rumors on Martech Today. We welcome Meg Ryan and Chris Wood. Meg is a leading content expert, brand reporter, and text editor. Chris has been in the Martech space for a while and was a co-editor at DMN.

They will bring some new perspectives to our coverage and I will share this platform with them from time to time.

The burden of diversity should not rest solely on the black market

Overall, the data shows the continuing need to foster marketing diversity. The National Association of Advertisers (ANA) found in a 2020 report that only 6% of the total members and 3% of the members who are CMOs are black.

Diversity is an issue that starts early in the career channel. Not only is it more difficult for black traders to start a career of their choice, but they are also less likely to get promoted. Mercer, a human resources consultancy, released data last year showing that only 12% of support and auxiliary personnel are black (compared to 64% of whites) and, unlike blacks, are gradually declining. Get promoted to the next level. change to. Access prohibited. The difference is even greater for black women. A 2020 report from McKinsey and LeanIn.org found that only 58 women of color are promoted and nominated for every 100 men promoted and nominated for leadership positions.

The burden of representation and inclusion should not rest solely on black and non-white merchants. All team members must make it a priority. Brands should also remember that the target audience is diverse and diverse and that marketing teams. therefore it is necessary to incorporate these elements to represent these experiences.

Digital travel is not only digital

It was an agile marketing conversation started by John Cass, digital strategist and host of the Deep Dive in Agile Marketing podcast. But what impressed us most was less mobile marketing than digital travel in general. Lyndon Johnson of Think Different [fly], an agile communications group, wrote: “I think one of the biggest challenges in digital marketing is the assumption that the most important or attractive mechanism for online action must be online. We need to solve this problem (or test it in the context of the marketing organization and the audience).

Cass replies, “I remember speaking to a group of AMA presidents around 2005, where all of the top leaders confirmed that their members were not responding to the email.”

Why do we care? This is an important fact that can be easily overlooked as travel is not necessarily digital or 100% non-digital. In today’s environment, we can sometimes think we can go digital to virtual and to the store or in person. But it’s not that simple, and we’ve certainly heard from B2B and B2C marketers that interacting with tangible assets – direct mail, gifts, subscribers – can be effective. And that can of course lead to digital action.

Responsibility for diversity should not rest with merchants

Jamar Ramos, like many of us, started with search engine marketing. Ramos admits that he had problems with school from the start, but realizes that it is important to study to enter the content industry. ‘I realized my salary would be limited by limited education. People can say that I don’t have this sheet of paper from a four-year accredited university that says, ‘You paid us a lot of money, you’ve been in class for four years and look, your skin gives ten, you can. do it now. in an hour.

After a nontraditional college career, Ramos studied creative writing and English and landed a job as an SEO content writer. “I went to the interview and was honest. I told them I could write, that I had to train them in SEO. And so began his long career in content and research.

A failure of diversity

The success of Ramos and Johnson is statistically a rare story for black traders. Overall, the data shows just how far marketing has yet to go in diversity. The National Association of Advertisers (ANA) found in a 2020 report that only 6% of total members and 3% of CMO members are black.

Diversity is an issue that begins with the arrival of an appellate judge, Ramos and Johnson say. Not only is it more difficult for black traders to start their preferred career, but they are also less likely to get promoted. Mercer, a human resources consulting firm, released data last year showing that only 12% of the support team and managers are black (versus 64% white) and that they are gradually declining, while blacks are not. Companies are not promoted. The difference is even greater for black women. A 2020 report from McKinsey and LeanIn.org found that only 58 women of color are promoted and nominated for every 100 men promoted and nominated for leadership positions.

Reflect your customers

Johnson points out that our core audience is diverse and diverse and that our marketing teams must record these voices to reflect these experiences. “If your clients are different from you and not recognized, you will lose them,” writes Michael P. Krone in an essay on the title. When you have a more diverse workforce and leadership team, you will not only discover the potential of all potential customers but also help them grow.

In fact, McKinsey’s data is likely to yield 33% more profit for companies with multiple executives, and one reason could be that they know how to engage more than one audience. Johnson said it is also critical to the market: “We have to look at things from more than one perspective because we sell products or services to more than one type of person.”

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