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Inclusive Marketing During and After Pride Month

Inclusive Marketing During and After Pride Month

As pride month comes to an end, it’s important to understand why your brand should practice inclusive marketing during and after pride month.

Inclusive marketing refers to the practice of creating and delivering marketing campaigns that are respectful and welcoming to all individuals, regardless of their gender identity, sexual orientation, race, ethnicity, age, ability, or other personal characteristics.

During and after pride month, it is especially important for brands to engage in inclusive marketing practices that authentically support and celebrate the LGBTQ+ community. This can help businesses build stronger relationships with their customers and foster a more inclusive and welcoming environment for all. 

The Importance of Authenticity in Inclusive Marketing

Authenticity lies at the core of effective inclusive marketing. In an era where consumers are increasingly discerning and value-driven, it is crucial for businesses to demonstrate a genuine commitment to inclusivity rather than treating it as a marketing trend. Here’s why authenticity is paramount in inclusive marketing:

  1. Building Trust: Authenticity establishes trust with your audience. When brands approach inclusivity sincerely, it resonates with consumers, fostering a sense of trust and loyalty. Consumers are more likely to support brands that authentically embrace diversity and inclusivity.
  2. Avoiding Tokenism: Tokenism, where marginalized groups are used as mere props for marketing purposes, can have detrimental effects. Authentic inclusive marketing goes beyond surface-level representation and avoids tokenism. It aims to genuinely understand and include diverse perspectives, experiences, and voices.
  3. Connecting with the Community: Authenticity in inclusive marketing enables brands to build genuine connections with the communities they aim to represent and support. By actively engaging with the LGBTQ+ community and seeking their input, brands can create campaigns that resonate with their audience’s experiences and needs.
  4. Reflecting Values: Inclusive marketing that is authentic aligns with the core values of a brand. When brands demonstrate a commitment to inclusivity, they signal their support for equality and social justice, which can attract like-minded consumers who share those values.
  5. Empowering Marginalized Voices: Authentic inclusive marketing provides a platform for marginalized voices to be heard. It creates opportunities for representation and amplifies diverse stories, perspectives, and achievements. By giving voice to marginalized communities, brands can foster inclusivity and inspire positive change.

Best Practices for Authentic Inclusive Marketing

To truly embody inclusivity in marketing, it is essential for businesses to prioritize authenticity. Authenticity serves as the foundation for meaningful connections with diverse audiences and avoids the pitfalls of tokenism. Brands can navigate toward inclusive marketing that goes beyond surface-level representation and contributes to the larger goal of social change and equality.

  1. Research and Education: Take the time to understand the LGBTQ+ community, its history, and current issues. Conduct thorough research and educate yourself and your team to avoid unintentional misrepresentations or stereotypes.
  2. Collaboration and Consultation: Involve LGBTQ+ individuals, activists, and organizations in the development of your inclusive marketing campaigns. Seek their guidance, input, and feedback to ensure your messaging is respectful and accurate.
  3. Internal Diversity and Inclusion: Authenticity starts from within. Promote diversity and inclusion within your organization to foster a culture that values and respects all individuals. This will inform your external marketing efforts.
  4. Meaningful Partnerships: Collaborate with LGBTQ+ influencers, content creators, or organizations that are aligned with your brand values. Seek partnerships that are based on shared values, mutual respect, and the empowerment of marginalized communities.
  5. Listen and Learn: Actively listen to feedback from your audience and the LGBTQ+ community. Continuously learn and improve your inclusive marketing practices based on constructive criticism and evolving social dynamics.

By embracing authenticity in inclusive marketing practices, brands can make a genuine impact, foster connections with their audience, and contribute positively to the broader goal of creating an inclusive and equitable society.

Extending Inclusive Marketing Beyond Pride Month

Pride Month prompts inclusive marketing, yet the importance of supporting the LGBTQ+ community extends beyond a single month. We recommend offering continuous support for several reasons: Sustaining visibility all year round emphasizes the ongoing commitment to the community’s welfare, not just a short-term marketing strategy. Second, regular engagement builds authentic connections, leading to trust and loyalty as it evidences a genuine desire to be inclusive. Third, year-round support allows brands to continually raise awareness about issues affecting the LGBTQ+ community, promoting social change. Fourth, endorsing inclusivity attracts consumers who prioritize values alignment, boosting brand reputation and customer loyalty. Fifth, empowering LGBTQ+ employee resource groups within companies cultivates an inclusive work environment and showcases community commitment. 

To provide ongoing support, brands can include LGBTQ+ representation in year-round advertising, sponsor LGBTQ+ events outside Pride Month, partner with LGBTQ+ organizations, and uphold inclusive internal policies. By extending efforts beyond Pride Month, brands cement their commitment to inclusivity, equality, and social progress, promoting lasting change for a more inclusive society.


Inclusive marketing during and after Pride Month is an opportunity for brands to showcase their commitment to diversity, equality, and social progress. However, it is crucial to emphasize the importance of authenticity and year-round support for the LGBTQ+ community. 

By practicing inclusive marketing that goes beyond tokenism, actively engaging with the community, reflecting brand values, and empowering marginalized voices, businesses can build trust, foster genuine connections, and contribute to a more inclusive society. 

Extending support beyond Pride Month through sustained visibility, addressing ongoing issues, and championing inclusivity in the workplace can have a positive impact on brand reputation and attract like-minded consumers. By following best practices and embracing inclusivity year-round, businesses can make a meaningful difference and create a more welcoming and equitable environment for all.

Understanding the Hispanic Pet Owner: Effective Pet Industry Marketing Strategies

pet marketing industry

The Latino/Hispanic households now represent 61.4% of all pet owners in the United States. It’s essential for successful marketing in the pet industry to grasp the significance of this demographic. This blog aims to offer valuable insights into the rising impact of Hispanic pet owners, the cultural aspects that shape their pet ownership, their preferences and behaviors, and practical tips for adapting marketing strategies to effectively connect and engage with this audience.

The Growing Influence of Hispanic Pet Owners

The number of Hispanic pet owners in the United States is growing rapidly. According to Hispanic Online Marketing there are 20 million Hispanic pet owners in the U.S. Cultural factors, like the emphasis on family and community, play a crucial role in shaping the importance of this market segment. Hispanic pet owners possess substantial purchasing power, making them a key market for pet brands and related products and services.

Cultural Factors Shaping Hispanic Pet Ownership

Cultural values and traditions, like the appreciation for companionship and reverence for animals, shape Hispanic pet ownership. Family and community play a significant part in guiding their decisions regarding pets. Implementing bilingual marketing strategies is vital to effectively reach this audience, as many Hispanic pet owners prefer to communicate in Spanish.

Understanding Hispanic Pet Owners’ Preferences and Behaviors

Hispanic pet owners have a higher inclination toward owning dogs rather than cats. They place a strong emphasis on the health and well-being of their pets, paying special attention to high-quality food and preventive care. Moreover, they exhibit a notable sense of brand loyalty, with 65% of Hispanic pet owners reporting that they remain dedicated to a specific brand of pet food.

How can digital marketers tailor their strategies to Hispanic pet owners?

When it comes to targeting Hispanic pet owners, culturally sensitive advertising and imagery are essential for effective engagement. Localization of language and the creation of Spanish-language content are also crucial. Social media, especially platforms like Facebook and Instagram, is highly effective for reaching this audience.

Digital marketers can optimize their strategies for targeting Hispanic pet owners by following these tips:

  1. Understand the Hispanic pet owner demographic: Start by researching and understanding the unique characteristics, preferences, and behaviors of Hispanic pet owners. Consider factors such as language preferences, cultural values, and household dynamics. This knowledge will help you tailor your marketing messages effectively.
  2. Language localization: If you want to target Hispanic pet owners, consider creating Spanish-language content. Translate your website, social media posts, and advertising materials to effectively communicate with this audience. Ensure that the translations are culturally appropriate and resonate with the target audience.
  3. Cultural sensitivity and inclusivity: Acknowledge and embrace the cultural diversity within the Hispanic community. Avoid stereotypes and be mindful of cultural nuances when crafting your marketing campaigns. Show inclusivity by featuring diverse Hispanic pet owners in your advertisements and showcasing their experiences.
  4. Leverage community events and partnerships: Engage with the Hispanic community by participating in local events or partnering with community organizations. This allows you to build relationships, gain brand exposure, and demonstrate your commitment to the community. Consider sponsoring pet-related events or providing educational resources in collaboration with local Hispanic organizations.
  5. Analyze data and adapt: Regularly analyze the performance of your marketing campaigns targeting Hispanic pet owners. Monitor key metrics such as engagement, conversions, and customer feedback. Use this data to optimize your strategies, identify areas for improvement, and refine your messaging to better resonate with your target audience.


Recognizing the increasing impact of Hispanic pet owners, along with their cultural factors, preferences, and behaviors, is essential for successful marketing in the pet industry. By customizing digital marketing strategies to reach and connect with this audience, pet brands and related products and services can tap into their substantial purchasing power. Enhance your marketing strategies and effectively target Hispanic pet owners. Incorporating these strategies will enable you to seize the opportunity and maximize your reach in this dynamic market segment.

How Brands are Boosting Sales and Engagement Rate with Whatsapp Ads

Engagement Rate with Whatsapp Ads

The need to be present as a brand across all major channels is key to reaching potential customers. WhatsApp ads in particular have the ability to reach customers globally. Its main objective is to connect with customers and increase conversions.

So how do you know if advertising WhatsApp is right for your brand? Below we explore ways brands are using WhatsApp Ads for customer reach in order to help you decide whether or not to implement them.

What is WhatsApp Advertising?

WhatsApp falls under the arm of Meta, and the opportunities that exist within the platform are designed to be used as an extension of ad campaigns across Facebook and Instagram. WhatsApp ads, also known as Click-to-WhatsApp ads, feature CTA buttons within Facebook or Instagram ads. 

These buttons redirect users to a WhatsApp chat where they can chat directly with a business representative and learn more about the product or service. The landing page for these ads is on WhatsApp and can be in the form of videos, single images, or carousels. 

Audiences from Facebook & Instagram are merged with WhatsApp. This tends to result in more leads and territory scouted. The ability to control audience targeting via Facebook Ad Managers allows for improved messaging to converse directly with your audience.

Promote Products with Messaging

WhatsApp’s main objective includes promotional messages to capture the user’s attention and encourage them to take action. To achieve this, message templates frequently utilize emoticons, exclamation marks, and vivid visuals.

KiKUU, an online vendor, employs various multimedia elements such as images and call-to-action buttons in their lively WhatsApp marketing messages to announce their sales. They have included a click-to-store button in the messages, which makes it easy for users to access their website and purchase products on the go.

Engagement Rate with Whatsapp AdsEngagement Rate with Whatsapp AdsEngagement Rate with Whatsapp Ads

They observed a 70% higher open rate for WhatsApp messages and a 60% boost in sales via the channel in just one week during an experiment conducted by them. An experiment divided their target audience into two groups to evaluate the effectiveness of WhatsApp campaigns versus Facebook Messenger advertisements. 

Boost Brand Loyalty and Enhance Customer Engagement

Snocks, a German e-commerce company, implemented a WhatsApp strategy to enhance their customer engagement and support. They utilized WhatsApp’s Business API to create automated messages that provided customers with order updates and delivery information. 

Snocks included a customer service feature that allowed customers to ask questions or provide feedback via WhatsApp, which increased their customer satisfaction and retention.

To increase their reach and effectiveness, Snocks also utilized WhatsApp for marketing purposes. They created a broadcast list of opted-in customers and sent them targeted promotions and discount codes via WhatsApp. 

They had the ability to personalize their messages and increase the relevancy of their marketing efforts, thus, resulting in higher conversion rates and increased revenue. Snocks was able to establish a more direct and personal communication channel with their customers, leading to higher customer engagement and satisfaction.

Whatsapp Ads for Revenue Growth and Improved Customer Service

Segari, a Malaysian-based brand, used WhatsApp to enhance their customer service and engagement. They provided customers with the option to order food and make reservations via WhatsApp, which helped to simplify the ordering process and increase customer satisfaction. 

Segari also utilized WhatsApp to provide customers with real-time updates on their orders, such as preparation time and delivery status, which helped to improve their overall experience.

To increase their reach and engagement, Segari also used WhatsApp for marketing purposes. They created a broadcast list of opted-in customers and sent them promotional messages and offers via WhatsApp. By personalizing their messages and making them more relevant to their customers, Segari was able to increase their conversion rates, drive more revenue, and establish a more direct and convenient communication channel with their customers.


The use of WhatsApp ads as a marketing tool has proven to be a game-changer for businesses looking to accelerate growth and engage with customers in a more personal way. With the ability to deliver personalized messages, real-time updates, and convenient ordering options, companies can provide a top-notch customer experience that leads to higher satisfaction and loyalty. 

By garnishing their marketing efforts with creativity and personalization, businesses can spice up their customer service and drive revenue growth. Overall, WhatsApp ads are a valuable addition to any company’s marketing strategy, providing a flavorful and engaging communication channel with customers.

Effective CTV Programmatic Ad Strategies for Your Brand’s Success

ctv advertising

Connected TV (CTV) programmatic ads offer an innovative form of digital advertising that combines the power of data and technology to deliver targeted and personalized ads to viewers who watch TV through internet-connected devices. The rise of streaming services and internet-connected TVs has allowed CTV to grow Streaming services and internet-connected TV households, making CTV advertising a prime platform for reaching a broad audience. To truly succeed with effective CTV programmatic ad strategies, it’s essential to implement effective strategies that consider the unique characteristics of CTV devices and their users.

Understand Your Target Audience

target audience Effective CTV Programmatic Ad

This involves gathering data on your audience’s demographics, interests, and behaviors and understanding the unique characteristics of CTV devices and how users interact with them.

Once you have a deep understanding of your target audience, you then can tailor your CTV programmatic ads to their specific interests and preferences. 

This might involve creating multiple versions of your ads to target different segments of your audience or using dynamic creative optimization to deliver ads that are personalized to each viewer.

Effective CTV Programmatic Ads That Capture Audience Attention

With so many options vying for viewers’ attention, crafting engaging ads is a must. So, how can you make sure your ads stand out in the crowd? It all starts with creativity and a few key strategies.

1. Tell a Story

brand story telling Effective CTV Programmatic Ad

Whether it’s a narrative or a visual story, people love to be engaged by a compelling tale. If your ad can hook viewers with a story that they want to follow, you’ve already won half the battle.

2. Focus on Emotion 

Effective CTV Programmatic Ad

People respond to ads that make them feel something. Tapping into emotions is a powerful way to engage viewers and leave a lasting impression. This can be done with the use of humor, sadness, or excitement.

Visually appealing ads are also essential. Incorporate striking visuals and dynamic graphics that are impossible to ignore.

3. Set a Clear Call-to-Action

Call to action

What do you want viewers to do after they see your ad? Whether it’s visiting your website or making a purchase, a clear call-to-action will help ensure that your ad is more than just eye candy.

Collect and Analyze Data to Improve Targeting and Optimize Campaign Performance

Collecting and analyzing effective CTV programmatic Ad data is crucial for improving targeting and optimizing campaign performance. By harnessing the power of data, you can make more informed decisions and achieve better results.

1. Determine What Metrics to Track

You can focus your data collection efforts by identifying metrics that matter to most to your campaign goals. Important metrics to measure CTV performance include CPCV (cost per completed view) and VCR (video completion rate). These two metrics are crucial when measuring efficiency with the number of views. 

2. Once Collected, Analyze it

Use data analytics tools to uncover patterns and trends. if you notice that certain demographics are more likely to convert, you can adjust your targeting to focus on those audiences.

3. Conduct A/B Testing 

Running two versions of an ad with minor differences can help determine which version performs better and use that information to optimize future campaigns. Test different calls-to-action or headline copy to see which one resonates best with your audience.

4. Continuously Monitor and Analyze Data 

You can make real-time adjustments to improve targeting and optimize performance. This iterative approach to data analysis allows you to stay ahead of the curve and maximize your results.

Frequency Capping: Avoid Viewer Ad Fatigueviewer ad fatigue

Frequency capping helps manage the number of times an ad is shown to a viewer to ensure that your ad remains fresh and engaging. 

How does frequency capping work? It involves setting a limit on the number of times a viewer will see a particular ad within a given time period. You may choose to cap the frequency at three views per viewer per day.

The key to effective frequency capping is finding the right balance. For example, you want to avoid showing the same ad too frequently. Therefore, you don’t want to cap the frequency so low that your ad doesn’t have a chance to make an impact. Test different frequency caps and analyze performance data to find what works best for your campaign.

Key Takeaways

CTV Programmatic advertising combines data and technology to deliver personalized and targeted ads to viewers through internet-connected devices. To get the best results you need to tailor your ads to your audience, create captivating content that triggers emotions, collect and analyze data for improved targeting and optimize campaign performance, and cap ad frequency to avoid ad fatigue. By adopting these strategies, you can fully benefit from the potential of CTV programmatic ads and enjoy a higher ROI. Don’t be afraid to get creative, experiment, and use data to your advantage to craft ads that stand out in the crowded digital advertising landscape.

A Videographer’s Guide to Social Media Content

Whether you’re creating product demos, customer testimonials, or thought leadership pieces, video content is an effective way to engage with your audience and convey your brand’s message. 

This guide will provide tips and insights for videographers looking to create compelling B2B content that resonates with target audiences to achieve specific marketing goals. 

Goals and Audience

1. Determine the Target Audience

Understanding who your audience is will help you tailor your messaging, visuals, and overall approach to resonate with them. Start by identifying the industries your clients operate in, and consider their company size, location, and job titles. 

It’s also important to consider their challenges and pain points, and how your video content can help solve these problems. 

Once you have a clear understanding of your target audience, you can start developing a content strategy that drives engagement and conversions.

2. What is the video’s purpose?

Do you want to increase brand awareness, generate leads, or educate your target audience about a new product or service? Once you have a clear objective in mind, think about the key message you want to convey to your audience. 

Your message should be clear, concise, and relevant to your target audience. It’s also important to consider the tone and style of your video content and ensure it aligns with your brand identity. 

3. How will the video be edited?

Once you have a clear understanding of the video’s objective, review the raw footage and identify the strongest shots that support that objective. Next, create a rough cut, keeping in mind the pacing, tone, and length of the platform it will be published on. Consider adding music or sound effects. 

4. How will the video be distributed?

Begin by identifying what the tone of the video will be for each type of social media platform.

For example, LinkedIn is a great platform for sharing thought leadership and educational content, while Instagram is better suited for visually appealing content and product showcases. Understanding the platform will help you tailor the content to resonate best with different platforms’ audiences.

Technical Aspects to Consider

According to your video purpose and target audience, it’s important to keep in mind the following technical aspects of video creation:

1. Video Quality

Ensure the camera used is steady and the footage is smooth. Steady and clear footage is best obtained using a gimbal but in cases where one is not available a tripod can still give you a professional feel. 

Proper lighting and exposure are known to be an important elements in creating quality content. However, finding it is not always an easy task. 

The best time to film outside is shortly after sunrise and shortly before sunset when the sun is not too high. This is commonly referred to as the “magic hour.” You get more flattering light when the sun is lower on the horizon.

Good windows include 7-10 a.m. and 4-7 p.m. However, this varies by time of year, time zone, and location in time zone. If the sun is too high, the harsh lighting creates long unwanted shadows on your subject.

2. Background Noise

Be mindful of background noise that may be picked up by the microphone. Traffic or ambient noise can distract your audience, and drastically reduce the video’s ability to convey your message. If filming in a noisy location is required, consider using a directional microphone to minimize background noise.

3. File Format 

Every social media channel has specific social media specs required when uploading content. Keep the following video specs for popular platforms like Facebook, Instagram, and YouTube in mind when creating content.

Facebook (Recommended size):

In Feed: 1280 by 720 pixels for Landscape and Portrait

Carousel Ads / Stories: 1080 by 1080 pixels

Reels: 1080×1920 or greater


Landscape video: 1920 by 1080 pixels (16:9 aspect ratio)

Carousel Ads / Square video: 1080 by 1080 pixels (1:1 aspect ratio)

Vertical video: 1080 by 1350 pixels (4:5 aspect ratio)

Reels: 9:16 aspect ratio recommended


Min size: 426 by 240 pixels

Max size: 3840 by 2160 pixels

Video Guidelines to Follow

​​It is recommended to film for a vertical aspect first, but where possible it’s helpful to keep a wider shot to allow cropping for all platforms. 

Vertical First Content

For content on platforms like TikTok, Facebook Reels, Instagram Reels, Youtube Shorts, and Snapchat, it is important to zoom out enough when there are multiple people in a shot to ensure the video does not feel cramped or claustrophobic. Also keep in mind where important visual information will be placed, as the description and other text might run over some of the footage.

Youtube Video Composition

When composing a shot for YouTube, it is important to consider the basic principles of composition. The rule of thirds or symmetry can be used to help create visually appealing footage. The rule of thirds is a common compositional technique that divides your frame into an equal, three-by-three grid with two horizontal lines and two vertical lines that intersect at four points.

The rule of thirds grid can be turned on the back display of the camera to help ensure that the elements of focus fall within the vertical lines. This ensures that the footage can be used in both horizontal and vertical orientations, without sacrificing the overall composition of the shot.

Video content has the power to engage and inform audiences in a way that other content formats cannot. With the right approach and tools, videographers can help their clients create social media video content that will make a lasting impression on their audience and help them achieve their marketing objectives.

How Marketers are Gearing up for CPRA Changes in 2023

Companies have gone to great lengths to acquire consumer data for the purpose of unwanted marketing and sales efforts. The California Privacy Rights Act (CPRA) and the California Privacy Protection Agency (CCPA) are privacy laws that have given consumers more control over their personal data and how it is collected and used. The most recent change has been made on January 1, 2023, as CPRA has replaced the CCPA and is set to bring significant changes that will impact how advertisers and marketers target their efforts.

CPRA’s added layer of consumer protection regulations will limit the processing, deletion, and sharing of personal information of any California consumers. This includes employees, job applicants, contractors/freelancers, suppliers, and B2B prospects. With this legislation now in effect (full enforcement will start on July 1, 2023) companies and marketers are already taking steps to ensure compliance.

What are the changes?

CPRA Changes data privacy

Marketers are now paying close attention to how these changes are affecting companies. The recent $1.2 million fine issued to Sephora for CCPA violations in data collection and processing serves as a warning of the strict penalties for noncompliance.

Companies are now adhering to new notice content requirements and passing on deletion requests to third parties. Marketers are regulating personal information transferred to comply with data security requirements. Some of the changes include:

  1. Personal information, with same protections as consumer data
  2. Expanded consumer data rights
  3. Right to know, right to delete, and right to opt-out
  4. Passwords and security questions protection
  5. Prohibiting numerous attempts if someone declines
  6. Stricter penalties for violating the data rights of children under the age of 16

These changes impose new requirements when managing service providers and require contracts for the transfer of personal information to third parties.

How will this affect advertisers?

The CCPA has granted California residents the right to opt out of the sale of their personal information, but the CPRA has taken a step further by introducing a new specific language allowing residents to opt out of having their data “shared” with advertisers.

This means that California residents will have even more control over their personal information and the ability to protect it from being used in targeted advertising systems.

Privacy professionals believe that the new CPRA will set a new tone for digital advertising and publishing that will change the way advertisers choose to advertise.

How to work with these changes?