These days, lots of brands are relying more and more on technology like computers, tablets and smartphones to market their products. Whilst they can reach huge audiences pretty quickly, there are a number of reasons why many people might not be able to fully access these messages. Here’s a look at some of the reasons why digital marketing might not be reaching your full potential audience across the world.
Is it accessible to all?
You might think that as long as you type your words in a clear font and speak clearly into a decent camera and microphone when recording audio or video, everyone will be able to understand exactly what you’re saying. In reality, there is a large number of people who will simply not be able to read, see or hear the messages you’re trying to tell them. You might think that only a small percentage of the world’s population has a disability that would affect their ability to see, hear and understand messages. In reality, when you take into account the total number of people with hearing, sight or other problems that could affect their ability to use a computer, the number soon adds up. The latest research suggests around a billion people around the world have a disability. That’s why it’s important to make sure your marketing campaigns are as inclusive as possible. Luckily there are many different tools and techniques you can implement to make it easier for people with a disability to access your marketing messages, many of which are listed in this article. Make sure you seek help from marketeers who specialise in these kind of inclusive methods to make sure you’re making it as easy as possible for lots of people to access your marketing.
Speaking the right language
If you live in an English-speaking country, you might presume that it’s a language that can be understood all around the world. As so much of the world speaks English, you might think that people who speak other languages would be used to using translation systems to translate any messages into their home languages. The reality is that even in 2021 these translation systems aren’t very accurate and are often unable to translate text in graphics or videos. That’s why it’s important to offer translated versions of all of your messages in any language of any territory you want to market your product or service in.
Not everyone has unlimited broadband
Whilst lots of high-definition videos and animations might seem like the best way to catch the eye of your potential customer, they’re also a great way to use up lots of their data very quickly. For people with fast and unlimited internet access, that’s not a problem. For those whose data is limited every month or has poor download speeds, this might mean they simply can’t access your marketing due to fears it’ll eat up their allowance or simply take too long to load.
No matter what type of marketing you create, make sure there is a link that people can click to see the important messages in basic internet code rather than with flashy pictures, sound and moving images.