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9 Ways to Design Inclusive Content



The author’s views are entirely his or her own (excluding the unlikely event of hypnosis) and may not always reflect the views of Moz.

Inclusivity is an important consideration for every business owner and content creator, and should be at the heart of your ongoing design efforts — not something you look at after a website or piece of content goes live.

Before we get to specific tips on creating this inclusive content, let’s go over key definitions and concepts.

What is inclusivity?

Inclusivity is about recognizing diversity. It ensures everyone can participate to the greatest possible extent. Other names for inclusivity include universal design and design for all.

Inclusivity addresses a wide range of issues, including:

  • Accessibility for people with disabilities

  • Access to and quality of internet connectivity, computer hardware, and computer software

  • Computer literacy and skills

  • Economic circumstances

  • Education

  • Geographic location

  • Culture

  • Age (older and younger people)

  • Language

Understanding Usability, Accessibility, and Inclusivity

Purple icons on pink background: left, pointer finger clicking on something for usability; middle, wheelchair symbol for accessibility; right, globe symbol for inclusivity


According to the World Wide Web Consortium (W3C), an international standards organization that publishes guidelines and recommendations for web technologies, “Usability is about designing products to be effective, efficient, and satisfying.”

Usability factors measure the functionality of a product or design and the design interface’s ease of use. They assess how easy it is for users to learn the basic tasks of the interface, how quickly users can perform tasks on the interface, and whether users can remember how to perform those tasks after time away from the interface. Usability factors also consider whether the design satisfies users, and if there are errors in the interface, how severe those errors are, and the ease of recovering from those errors.

Think about Google’s search page design. When it first launched, it received considerable backlash. This was an era when internet users wanted their own “home pages” or “web portals,” each presenting their favorite news and links when the browser launched. But what did these portals all have in common? A search box. The fact that this simple (some still say ugly) design eventually became the homepage for billions of internet users speaks to the value of simplicity and how it enables inclusivity.


Designing with accessibility in mind means more people will be able to use a product, regardless of their abilities.

According to W3C, “Accessibility addresses discriminatory aspects related to equivalent user experience for people with disabilities. Web accessibility means that people with disabilities can equally perceive, understand, navigate, and interact with websites and tools.”

In other words, all users, regardless of ability or circumstance, should be able to:

  • Perceive all interface or document elements.

  • Operate the controls easily and intuitively.

  • Understand the content.

  • Use different assistive technologies, devices, browsers, and operating systems to interact with the content.

For example, using high-contrast colors in an app doesn’t just help people who have low vision or color blindness, it also helps people who use their devices in bright sunlight. Similarly, while improvements to usability, like using simple language and intuitive design, may allow people with cognitive disabilities to use a product or service more productively, they are also beneficial for people who may be busy or distracted, who are learning the language, or even people with slower internet access, because simple and intuitive sites may be faster to load.

Additional resource: Accessibility Principles, W3C


Inclusivity means representing people who have, until now, been underrepresented. Inclusivity issues affect people from specific populations within a community, as well as communities that have been denied the opportunity to participate fully in economic, social, or civic life.

Inclusive content should always recognize diversity in the functional needs and abilities of individuals. To make your content inclusive, think of peoples’ diverse abilities, ensuring your content can be accessed in a variety of ways.

Inclusive content should also encompass diversity in personal needs and experiences. We should all challenge ourselves to do better at including different communities, identities, races, ethnicities, backgrounds, abilities, cultures, and beliefs. We must take steps to avoid “othering” people. By ensuring that everyone feels welcome in our digital spaces, we can more accurately represent the world we live in.

Additional resource: What is Inclusivity?, Diversity for Social Impact

Why inclusivity is important

History has taught us about the struggles for equity and inclusion globally. Wars have been fought over human rights and the rights of enslaved peoples. Women have protested for suffrage. People of color have long fought for civil rights, and in recent years the Black Lives Matter movement has highlighted systemic inequalities and the need for social justice. The Gay Revolution has sought to achieve equal rights for gay, lesbian, bisexual, and transgender people. Indigenous people have struggled to gain equality and receive meaningful reconciliation for the abuse and mistreatment suffered at the hands of governments. And the Disability Rights Movement has worked to change attitudes, promote integration, and ensure that all people, regardless of ability, have equal access to transportation, housing, education, and employment opportunities.

While educational systems do teach us about these issues, they often present them as discrete events that have little real connection to the “dominant” society. As a result, most people are not comfortable speaking or writing about them. We simply do not have the vocabulary.

By making empathy an essential part of inclusion, business owners and content creators can improve their audience communications, build trust, and grow networks. Meeting the functional needs of all users creates a better reputation and improved word-of-mouth in more communities.

Nine ways to design inclusive content

Purple icons in white boxes on pink background representing the following nine tips.

Inclusive design should always meet the needs of as many users as possible. Use the following inclusive digital content tips when creating websites, mobile apps, e-mail, and documents.

1. Assess points of bias in your content and design practices.

Does your content default to the pronoun “he,” or does it make equal use of “she” and “they”? Review your text content, stock photography, and illustrations. Look at both digital and printed materials aimed at internal and external audiences. Do they feature mostly white, male, straight, non-disabled people? If so, it’s time to switch up the terminology and create a new aesthetic – one with more diversity.

Additional resources:

Resources for Eliminating Bias in Design, UX Booth

The Bias Blind Spot and Unconscious Bias in Design, Interaction Design Foundation

2. Use clear, simple, and thoughtful language.

Review words through the lens of inclusivity. Identify and remove all instances of othering and ableism. This boils down to respect. Avoid collective terms and labels, such as “females” or “the blind,” that group individuals into a category that promotes objectification. Always remember an individual’s disability, gender, race, ethnicity, nationality, or heritage is just a single facet of their unique and complex identity.


A disability is something that a person has. It is not who they are. Use “person with [a disability]” or “person who has [a disability].” Put the person at the forefront. For example, say “a person who is blind,” not “a blind person.”

Many people with disabilities prefer people-first language. However, there are also people with disabilities who prefer identity-first language, and it is important to respect this preference and give every person the self-determination to choose. Never correct someone who refers to themselves using identity-first language. For example, don’t correct or change the reference when someone calls themselves a “blind person” as opposed to “a person who is blind.”

Avoid any language that suggests pity or hopelessness, or that disempowers people with disabilities, such as “suffers” or “victim.” Avoid words like “brave” or “courageous,” as these words can belittle or trivialize people with disabilities.


The male-dominated cultures of North America and Europe have created a biased vocabulary that should be adjusted for inclusion. It is common, for example, to refer to groups of people as “guys,” even when the group includes both men and women. Adult women are often “girls,” but adult men are rarely “boys.” Then there are the outdated words and phrases that have become problematic, such as “manpower,” “man-hours,” “man the controls,” or “man up.” Substitute these terms with “workforce,” “hours,” “take the controls,” or “step up.”

What should you do if you’re not sure how to address someone? Use the gender-neutral pronouns they/them/their when meeting someone for the first time. Here’s an inclusive way to introduce yourself, “I refer to myself as (she/her), what pronouns do you prefer?” or “My pronouns are (they/them), what pronouns do you use?”

Race and ethnicity

Just like the vocabulary of gender, words associated with race, ethnicity, nationality, and heritage have been debated over vigorously in recent years. A central part of inclusion is adopting terms that are honest and respectful and being intolerant of terms that are disrespectful. Historic bias has permeated our culture, and as a result, problematic terminology once used to describe people who are not white has been applied to many different areas of life, including technology (whitelist/blacklist, master/slave devices). Always address people’s ethnicity, nationality, or heritage respectfully and without irony, racism, or satire.

Additional resources:

Diverse Abilities and Barriers, W3C

Inclusive Language Guidelines, APA

Gender Equality and Inclusivity, CSHA

3. Use responsive design that allows zoom and orientation changes.

Responsive design allows web content layouts to display well on many form factors, using “breakpoints” to define different widths. Sometimes app makers lock orientation or turn off the zoom ability. These are basic tools that we all need from time to time. Instead of disabling them, design apps to accommodate them.

Here are a few responsive design and accessibility guidelines:

  • Use link text that describes the link destination.

  • Write meaningful and descriptive alt text.

  • Use semantic HTML – tags that clearly describe the purpose of page elements, such as <header>, <article>, <aside>, or <footer>.

  • Instead of fixed or absolute font sizes, use relative units for font sizes, such as percentage units, viewport width, or viewport height.

  • Label all buttons and fields.

Using responsive design and accessibility guidelines makes it easier for search engines to crawl and interpret websites. For example, sites with clear, descriptive headings – the same kinds of headings that also make navigation and comprehension easier for people for disabilities – are better optimized for search engines to do their work.

Because of this, Google rewards accessibility when ranking websites. In fact, their Webmaster Guidelines – which lay out the best practices that help Google to find, index, and rank your site – read very much like accessibility guidelines, and often correlate directly with the W3C’s Web Content Accessibility Guidelines (WCAG).

By using accessible design, you are simultaneously improving the on-page experience, making your content more accessible to users with disabilities, and facilitating the work of search engine bots who are busy crawling, indexing your site, and assessing link equity between pages – all of which help boost your SEO ranking.

Additional resources:

Responsive Design, Mozilla

How to Design a Large Scale Responsive Site, UX Booth

An Introduction to Accessibility and SEO, Moz

4. Take advantage of free resources.

Use freely available Microsoft, Apple, and Android accessibility attributes and accessibility test apps when developing documents, web content, or apps.

Testing is an integral part of developing accessible and inclusive digital content. Fortunately, tech companies have created a range of tools and resources to help ensure your documents, websites, and apps can be accessed easily by all users. For example, Microsoft Office applications – Word, PowerPoint, or Excel – have the Check Accessibility feature, which resides in the Review menu. From there, you can choose the ‘Check Accessibility’ button and follow the instructions to remove accessibility problems, rechecking as you go until all issues have been addressed.

An example of the check accessibility function in PowerPoint.

Additional resources:

Design for Inclusivity, Microsoft Design

Accessibility for Developers, Apple

Developing for Accessibility, Google

9 Best WordPress Accessibility Plugins for 2022, HubSpot

5. Structure documents using headings.

Use simple, hierarchical headings to organize documents, web pages, or emails. This allows all users and their technology to interpret the main ideas of the content and find the information they’re looking for. Graphics should be secondary and should never contain critical information. Provide equivalent alternatives for any image that contains text.

Also be sure to include a link to the web version of any HTML message right on top, in case of e-mail client issues with layout or graphics. If you’re using HTML messages, then follow basic, semantic HTML best practices. E-mail is the only technology where tables for layout is still acceptable, but even there, CSS is now preferred.

Evaluate your content without graphics or with the graphics turned off. This will ensure your content can be accessed on low-fi devices, over bad connections, or through a screen reader.

Additional resources:

Web Accessibility – Headings, Yale University

Page Structure – Content Structure, W3C

6. Provide text alternatives for non-text elements, such as images and forms.

Purple mountain icon in white box on pink background next to an example alt text tag for the same image.

Use simple, descriptive language as alt text for images. If the image serves a specific function, the alt text should explain what that function is and describe the contents of the image. The goal is to ensure that everyone has access to the same information about the image.

If the image contains a chart or graph, the alt text should include the data. If you’re using a creative photo or a photo as an illustration, the alt text should describe the elements of the image in detail.

If the document or content includes images that are not important, are used for layout, or do not serve a specific function, use null alt text (alt=“”). This will keep them hidden from assistive technologies.

Labels for form fields and options are also areas where inclusion and accessibility should be addressed. Every field and button should have a label, written in plain language. If button labels have icons or images, the alt text should describe the function of the button, rather than its appearance.

When creating contact forms, label all fields visibly. Include formatting hints to reduce errors. If you use a placeholder, ensure that it stays visible.

Additional resources:

The Ins and Outs of Image Accessibility Standards, AudioEye

Alternative Text, Accessible Social

7. Take advantage of freely available accessibility checkers.

A screenshot of the AudioEye accessibility dashboard.

Check your content regularly to keep it inclusive and accessible. Every time you make changes to your website, you run a risk of making content inaccessible to people with disabilities. This is why ongoing monitoring is important. 

AudioEye, a digital accessibility platform, offers Active Monitoring to help site owners keep their content accessible and inclusive. It checks for accessibility issues every time a site visitor loads a new page, and also tests for new accessibility issues, gathering information across all users and pages, and then automatically fixes the majority of common errors. The platform displays all accessibility issues found and fixed in an Issue Reporting dashboard (pictured above), along with details on how these issues affect users with disabilities and how to fix unresolved issues that require manual intervention. You can start by trying AudioEye’s Accessibility Checker.

Additional resources:

Web Accessibility Evaluation Tools List, W3C

Testing and Checking Content, Accessible Social

8. Check your color scheme.

The eyedropper color selection icon in purple and white on a pink background.

Assess the color scheme for contrast and distinction. White text on a black background is high contrast, while white text on a pale blue background is low contrast. Many people with visual disabilities rely on high color contrast to view digital content. And because visual acuity and the ability to distinguish colors also fade with age, high color contrast ensures older users can access your content.

Common color choices, such as buttons colored red and green, can make content inaccessible to people with color blindness, which affects 13 million Americans and 350 million people worldwide.

Additional resources:

What is Color Contrast and Why Does it Matter For Website Accessibility?, AudioEye

Deuteranopia – Red-Green Color Blindness, Colblindor

Color Contrast Checker, AudioEye

9. Make social media posts accessible.

Social media is used to convey messages or ideas quickly, usually in just a line or two of text, using a single image or a short video. To meet accessibility requirements for social media, ensure that all images and video clips are described in detail. Include voiceovers, narration, and song lyrics in the description. Don’t forget to include the emotion the subject may be trying to evoke. This also helps low-bandwidth users participate in social media. Please see an example below.

Screenshot of a Knowbility instagram post on how to make the internet more accessible.

Assess the cast of your videos. Do they feature mostly white men? Look for ways to feature a broad cross-section of society, including different genders, people of different ethnicities, and people with disabilities.

Emojis make social media posts fun, but they can also pose problems for people who can’t see them. Because screen readers use words to describe the emoji, a series of smiley faces and hearts added in the middle of an Instagram caption becomes “grinning face, smiling face with smiling eyes, smiling face with heart-eyes, red heart, red heart, red heart.” Limit your emojis to two or three, and put them at the end of your text, so they don’t get in the way of the information in the post.

Hashtags are an essential part of social media posts: highlighting key words and phrases with # makes it easy for users to find posts. Making hashtags accessible is simple: capitalize the first letter of each word in the hashtag (also known as CamelCase). That helps screen readers separate the words correctly (#SuperBowl, not #SuperbOwl) and to say them as words, rather than as separate letters.

Additional resources:

How to Make Your Social Media Content More Accessible, Western Oregon University

6 Ways to Make Your Social Media Posts More Accessible, Flagship Social

Hashtags, Accessible Social

List of Emojis, Emojipedia

Designing inclusive content is an ongoing effort.

As you start applying these best practices, remember that building accessible, inclusive, and usable content takes dedication and continuous improvement. Ask your site visitors and customers for feedback on a regular basis. Pick the right tools to make your efforts more sustainable and effective.

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AI driving an exponential increase in marketing technology solutions



AI driving an exponential increase in marketing technology solutions

The martech landscape is expanding and AI is the prime driving force. That’s the topline news from the “Martech 2024” report released today. And, while that will get the headline, the report contains much more.

Since the release of the most recent Martech Landscape in May 2023, 2,042 new marketing technology tools have surfaced, bringing the total to 13,080 — an 18.5% increase. Of those, 1,498 (73%) were AI-based. 

Screenshot 2023 12 05 110428 800x553

“But where did it land?” said Frans Riemersma of Martech Tribe during a joint video conference call with Scott Brinker of ChiefMartec and HubSpot. “And the usual suspect, of course, is content. But the truth is you can build an empire with all the genAI that has been surfacing — and by an empire, I mean, of course, a business.”

Content tools accounted for 34% of all the new AI tools, far ahead of video, the second-place category, which had only 4.85%. U.S. companies were responsible for 61% of these tools — not surprising given that most of the generative AI dynamos, like OpenAI, are based here. Next up was the U.K. at 5.7%, but third place was a big surprise: Iceland — with a population of 373,000 — launched 4.6% of all AI martech tools. That’s significantly ahead of fourth place India (3.5%), whose population is 1.4 billion and which has a significant tech industry. 

Dig deeper: 3 ways email marketers should actually use AI

The global development of these tools shows the desire for solutions that natively understand the place they are being used. 

“These regional products in their particular country…they’re fantastic,” said Brinker. “They’re loved, and part of it is because they understand the culture, they’ve got the right thing in the language, the support is in that language.”

Now that we’ve looked at the headline stuff, let’s take a deep dive into the fascinating body of the report.

The report: A deeper dive

Marketing technology “is a study in contradictions,” according to Brinker and Riemersma. 

In the new report they embrace these contradictions, telling readers that, while they support “discipline and fiscal responsibility” in martech management, failure to innovate might mean “missing out on opportunities for competitive advantage.” By all means, edit your stack meticulously to ensure it meets business value use cases — but sure, spend 5-10% of your time playing with “cool” new tools that don’t yet have a use case. That seems like a lot of time.

Similarly, while you mustn’t be “carried away” by new technology hype cycles, you mustn’t ignore them either. You need to make “deliberate choices” in the realm of technological change, but be agile about implementing them. Be excited by martech innovation, in other words, but be sensible about it.

The growing landscape

Consolidation for the martech space is not in sight, Brinker and Riemersma say. Despite many mergers and acquisitions, and a steadily increasing number of bankruptcies and dissolutions, the exponentially increasing launch of new start-ups powers continuing growth.

It should be observed, of course, that this is almost entirely a cloud-based, subscription-based commercial space. To launch a martech start-up doesn’t require manufacturing, storage and distribution capabilities, or necessarily a workforce; it just requires uploading an app to the cloud. That is surely one reason new start-ups appear at such a startling rate. 

Dig deeper: AI ad spending has skyrocketed this year

As the authors admit, “(i)f we measure by revenue and/or install base, the graph of all martech companies is a ‘long tail’ distribution.” What’s more, focus on the 200 or so leading companies in the space and consolidation can certainly be seen.

Long-tail tools are certainly not under-utilized, however. Based on a survey of over 1,000 real-world stacks, the report finds long-tail tools constitute about half of the solutions portfolios — a proportion that has remained fairly consistent since 2017. The authors see long-tail adoption where users perceive feature gaps — or subpar feature performance — in their core solutions.

Composability and aggregation

The other two trends covered in detail in the report are composability and aggregation. In brief, a composable view of a martech stack means seeing it as a collection of features and functions rather than a collection of software products. A composable “architecture” is one where apps, workflows, customer experiences, etc., are developed using features of multiple products to serve a specific use case.

Indeed, some martech vendors are now describing their own offerings as composable, meaning that their proprietary features are designed to be used in tandem with third-party solutions that integrate with them. This is an evolution of the core-suite-plus-app-marketplace framework.

That framework is what Brinker and Riemersma refer to as “vertical aggregation.” “Horizontal aggregation,” they write, is “a newer model” where aggregation of software is seen not around certain business functions (marketing, sales, etc.) but around a layer of the tech stack. An obvious example is the data layer, fed from numerous sources and consumed by a range of applications. They correctly observe that this has been an important trend over the past year.

Build it yourself

Finally, and consistent with Brinker’s long-time advocacy for the citizen developer, the report detects a nascent trend towards teams creating their own software — a trend that will doubtless be accelerated by support from AI.

So far, the apps that are being created internally may be no more than “simple workflows and automations.” But come the day that app development is so democratized that it will be available to a wide range of users, the software will be a “reflection of the way they want their company to operate and the experiences they want to deliver to customers. This will be a powerful dimension for competitive advantage.”

Constantine von Hoffman contributed to this report.

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Mastering The Laws of Marketing in Madness



Mastering The Laws of Marketing in Madness

Mastering The Laws of Marketing in Madness

Navigating through the world of business can be chaotic. At the time of this publication in November 2023, global economic growth is expected to remain weak for an undefined amount of time.

However, certain rules of marketing remain steadfast to guide businesses towards success in any environment. These universal laws are the anchors that keep a business steady, helping it thrive amidst uncertainty and change.

In this guide, we’ll explore three laws that have proven to be the cornerstones of successful marketing. These are practical, tried-and-tested approaches that have empowered businesses to overcome challenges and flourish, regardless of external conditions. By mastering these principles, businesses can turn adversities into opportunities, ensuring growth and resilience in any market landscape. Let’s uncover these essential laws that pave the way to success in the unpredictable world of business marketing. Oh yeah, and don’t forget to integrate these insights into your career. Follow the implementation steps!

Law 1: Success in Marketing is a Marathon, Not a Sprint

Navigating the tumultuous seas of digital marketing necessitates a steadfast ship, fortified by a strategic long-term vision. It’s a marathon, not a sprint.

Take Apple, for instance. The late ’90s saw them on the brink of bankruptcy. Instead of grasping at quick, temporary fixes, Apple anchored themselves in a long-term vision. A vision that didn’t just stop at survival, but aimed for revolutionary contributions, resulting in groundbreaking products like the iPod, iPhone, and iPad.

In a landscape where immediate gains often allure businesses, it’s essential to remember that these are transient. A focus merely on the immediate returns leaves businesses scurrying on a hamster wheel, chasing after fleeting successes, but never really moving forward.

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A long-term vision, however, acts as the north star, guiding businesses through immediate challenges while ensuring sustainable success and consistent growth over time.

Consider This Analogy: 

Building a business is like growing a tree. Initially, it requires nurturing, patience, and consistent care. But with time, the tree grows, becoming strong and robust, offering shade and fruits—transforming the landscape. The same goes for business. A vision, perseverance, and a long-term strategy are the nutrients that allow it to flourish, creating a sustainable presence in the market.

Implementation Steps: 

  • Begin by planning a content calendar focused on delivering consistent value over the next six months. 
  • Ensure regular reviews and necessary adjustments to your long-term goals, keeping pace with evolving market trends and demands. 
  • And don’t forget the foundation—invest in robust systems and ongoing training, laying down strong roots for sustainable success in the ever-changing digital marketing landscape.

Law 2: Survey, Listen, and Serve

Effective marketing hinges on understanding and responding to the customer’s needs and preferences. A robust, customer-centric approach helps in shaping products and services that resonate with the audience, enhancing overall satisfaction and loyalty.

Take Netflix, for instance. Netflix’s evolution from a DVD rental company to a streaming giant is a compelling illustration of a customer-centric approach.

Their transition wasn’t just a technological upgrade; it was a strategic shift informed by attentively listening to customer preferences and viewing habits. Netflix succeeded, while competitors such a Blockbuster haid their blinders on.

Here are some keystone insights when considering how to Survey, Listen, and Serve…

Customer Satisfaction & Loyalty:

Surveying customers is essential for gauging their satisfaction. When customers feel heard and valued, it fosters loyalty, turning one-time buyers into repeat customers. Through customer surveys, businesses can receive direct feedback, helping to identify areas of improvement, enhancing overall customer satisfaction.


Engaging customers through surveys not only garners essential feedback but also makes customers feel valued and involved. It cultivates a relationship where customers feel that their opinions are appreciated and considered, enhancing their connection and engagement with the brand.

Product & Service Enhancement:

Surveys can unveil insightful customer feedback regarding products and services. This information is crucial for making necessary adjustments and innovations, ensuring that offerings remain aligned with customer needs and expectations.

Data Collection:

Surveys are instrumental in collecting demographic information. Understanding the demographic composition of a customer base is crucial for tailoring marketing strategies, ensuring they resonate well with the target audience.

Operational Efficiency:

Customer feedback can also shed light on a company’s operational aspects, such as customer service and website usability. Such insights are invaluable for making necessary enhancements, improving the overall customer experience.


Consistent surveying allows for effective benchmarking, enabling businesses to track performance over time, assess the impact of implemented changes, and make data-driven strategic decisions.

Implementation Steps:

  • Regularly incorporate customer feedback mechanisms like surveys and direct interactions to remain attuned to customer needs and preferences.
  • Continuously refine and adjust offerings based on customer feedback, ensuring products and services evolve in alignment with customer expectations.
  • In conclusion, adopting a customer-centric approach, symbolized by surveying, listening, and serving, is indispensable for nurturing customer relationships, driving loyalty, and ensuring sustained business success.

Law 3: Build Trust in Every Interaction

In a world cluttered with countless competitors vying for your prospects attention, standing out is about more than just having a great product or service. It’s about connecting authentically, building relationships rooted in trust and understanding. It’s this foundational trust that transforms casual customers into loyal advocates, ensuring that your business isn’t just seen, but it truly resonates and remains memorable.

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For instance, let’s talk about Oprah! Through vulnerability and honest connections, Oprah Winfrey didn’t just build an audience; she cultivated a community. Sharing, listening, and interacting genuinely, she created a media landscape where trust and respect flourished. Oprah was known to make her audience and even guests cry for the first time live. She had a natural ability to build instant trust.

Here are some keystone insights when considering how to develop and maintain trust…

The Unseen Fast-Track

Trust is an unseen accelerator. It simplifies decisions, clears doubts, and fast-forwards the customer journey, turning curiosity into conviction and interest into investment.

The Emotional Guardrail

Trust is like a safety net or a warm embrace, making customers feel valued, understood, and cared for. It nurtures a positive environment, encouraging customers to return, not out of necessity, but a genuine affinity towards the brand.

Implementation Steps:

  • Real Stories: Share testimonials and experiences, both shiny and shaded, to build credibility and show authenticity.
  • Open Conversation: Encourage and welcome customer feedback and discussions, facilitating a two-way conversation that fosters understanding and improvement.
  • Community Engagement: Actively participate and engage in community or industry events, align your brand with genuine causes and values, promoting real connections and trust.

Navigating through this law involves cultivating a space where authenticity leads, trust blossoms, and genuine relationships flourish, engraving a memorable brand story in the hearts and minds of the customers.

Guarantee Your Success With These Foundational Laws

Navigating through the world of business is a demanding odyssey that calls for more than just adaptability and innovation—it requires a solid foundation built on timeless principles. In our exploration, we have just unraveled three indispensable laws that stand as pillars supporting the edifice of sustained marketing success, enabling businesses to sail confidently through the ever-shifting seas of the marketplace.

Law 1: “Success in Marketing is a Marathon, Not a Sprint,” advocates for the cultivation of a long-term vision. It is about nurturing a resilient mindset focused on enduring success rather than transient achievements. Like a marathon runner who paces themselves for the long haul, businesses must strategize, persevere, and adapt, ensuring sustained growth and innovation. The embodiment of this law is seen in enterprises like Apple, whose evolutionary journey is a testament to the power of persistent vision and continual reinvention.

Law 2: “Survey, Listen, and Serve,” delineates the roadmap to a business model deeply intertwined with customer insights and responsiveness. This law emphasizes the essence of customer-centricity, urging businesses to align their strategies and offerings with the preferences and expectations of their audiences. It’s a call to attentively listen, actively engage, and meticulously tailor offerings to resonate with customer needs, forging paths to enhanced satisfaction and loyalty.

Law 3: “Build Trust in Every Interaction,” underscores the significance of building genuine, trust-laden relationships with customers. It champions the cultivation of a brand personality that resonates with authenticity, fostering connections marked by trust and mutual respect. This law navigates businesses towards establishing themselves as reliable entities that customers can resonate with, rely on, and return to, enriching the customer journey with consistency and sincerity.

These pivotal laws form the cornerstone upon which businesses can build strategies that withstand the tests of market volatility, competition, and evolution. They stand as unwavering beacons guiding enterprises towards avenues marked by not just profitability, but also a legacy of value, integrity, and impactful contributions to the marketplace. Armed with these foundational laws, businesses are empowered to navigate the multifaceted realms of the business landscape with confidence, clarity, and a strategic vision poised for lasting success and remarkable achievements.

Oh yeah! And do you know Newton’s Law?The law of inertia, also known as Newton’s first law of motion, states that an object at rest will stay at rest, and an object in motion will stay in motion… The choice is yours. Take action and integrate these laws. Get in motion!

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Intro to Amazon Non-endemic Advertising: Benefits & Examples



Intro to Amazon Non-endemic Advertising: Benefits & Examples

Amazon has rewritten the rules of advertising with its move into non-endemic retail media advertising. Advertising on Amazon has traditionally focused on brands and products directly sold on the platform. However, a new trend is emerging – the rise of non-endemic advertising on this booming marketplace. In this article, we’ll dive into the concept of non-endemic ads, their significance, and the benefits they offer to advertisers. This strategic shift is opening the floodgates for advertisers in previously overlooked industries.

While endemic brands are those with direct competitors on the platform, non-endemic advertisers bring a diverse range of services to Amazon’s vast audience. The move toward non-endemic advertising signifies Amazon’s intention to leverage its extensive data and audience segments to benefit a broader spectrum of advertisers.

Endemic vs. Non-Endemic Advertising


Let’s start by breaking down the major differences between endemic advertising and non-endemic advertising… 

Endemic Advertising

Endemic advertising revolves around promoting products available on the Amazon platform. With this type of promotion, advertisers use retail media data to promote products that are sold at the retailer.

Non-Endemic Advertising

In contrast, non-endemic advertising ventures beyond the confines of products sold on Amazon. It encompasses industries such as insurance, finance, and services like lawn care. If a brand is offering a product or service that doesn’t fit under one of the categories that Amazon sells, it’s considered non-endemic. Advertisers selling products and services outside of Amazon and linking directly to their own site are utilizing Amazon’s DSP and their data/audience segments to target new and relevant customers.

7 Benefits of Running Non-Endemic Ad Campaigns


Running non-endemic ad campaigns on Amazon provides a wide variety of benefits like:

Access to Amazon’s Proprietary Data: Harnessing Amazon’s robust first-party data provides advertisers with valuable insights into consumer behavior and purchasing patterns. This data-driven approach enables more targeted and effective campaigns.

Increased Brand Awareness and Revenue Streams: Non-endemic advertising allows brands to extend their reach beyond their typical audience. By leveraging Amazon’s platform and data, advertisers can build brand awareness among users who may not have been exposed to their products or services otherwise. For non-endemic brands that meet specific criteria, there’s an opportunity to serve ads directly on the Amazon platform. This can lead to exposure to the millions of users shopping on Amazon daily, potentially opening up new revenue streams for these brands.

No Minimum Spend for Non-DSP Campaigns: Non-endemic advertisers can kickstart their advertising journey on Amazon without the burden of a minimum spend requirement, ensuring accessibility for a diverse range of brands.

Amazon DSP Capabilities: Leveraging the Amazon DSP (Demand-Side Platform) enhances campaign capabilities. It enables programmatic media buys, advanced audience targeting, and access to a variety of ad formats.

Connect with Primed-to-Purchase Customers: Amazon’s extensive customer base offers a unique opportunity for non-endemic advertisers to connect with customers actively seeking relevant products or services.

Enhanced Targeting and Audience Segmentation: Utilizing Amazon’s vast dataset, advertisers can create highly specific audience segments. This enhanced targeting helps advertisers reach relevant customers, resulting in increased website traffic, lead generation, and improved conversion rates.

Brand Defense – By utilizing these data segments and inventory, some brands are able to bid for placements where their possible competitors would otherwise be. This also gives brands a chance to be present when competitor brands may be on the same page helping conquest for competitors’ customers.

How to Start Running Non-Endemic Ads on Amazon


Ready to start running non-endemic ads on Amazon? Start with these essential steps:

Familiarize Yourself with Amazon Ads and DSP: Understand the capabilities of Amazon Ads and DSP, exploring their benefits and limitations to make informed decisions.

Look Into Amazon Performance Plus: Amazon Performance Plus is the ability to model your audiences based on user behavior from the Amazon Ad Tag. The process will then find lookalike amazon shoppers with a higher propensity for conversion.

“Amazon Performance Plus has the ability to be Amazon’s top performing ad product. With the machine learning behind the audience cohorts we are seeing incremental audiences converting on D2C websites and beating CPA goals by as much as 50%.” 

– Robert Avellino, VP of Retail Media Partnerships at Tinuiti


Understand Targeting Capabilities: Gain insights into the various targeting options available for Amazon ads, including behavioral, contextual, and demographic targeting.

Command Amazon’s Data: Utilize granular data to test and learn from campaign outcomes, optimizing strategies based on real-time insights for maximum effectiveness.

Work with an Agency: For those new to non-endemic advertising on Amazon, it’s essential to define clear goals and identify target audiences. Working with an agency can provide valuable guidance in navigating the nuances of non-endemic advertising. Understanding both the audience to be reached and the core audience for the brand sets the stage for a successful non-endemic advertising campaign.



Amazon’s venture into non-endemic advertising reshapes the advertising landscape, providing new opportunities for brands beyond the traditional ecommerce sphere. The  blend of non-endemic campaigns with Amazon’s extensive audience and data creates a cohesive option for advertisers seeking to diversify strategies and explore new revenue streams. As this trend evolves, staying informed about the latest features and possibilities within Amazon’s non-endemic advertising ecosystem is crucial for brands looking to stay ahead in the dynamic world of digital advertising.

We’ll continue to keep you updated on all things Amazon, but if you’re looking to learn more about advertising on the platform, check out our Amazon Services page or contact us today for more information.

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