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| - Diversity Marketing ist eine Marketingstrategie, die spezifische Teilöffentlichkeiten in den Mittelpunkt ihrer Kommunikation stellt. Besondere Bedeutung erlangt dieser Marketingansatz für die Kommunikation mit jenen Zielgruppen, die über herkömmliche Massenmedien nicht, nur eingeschränkt oder nicht in spezifischen Kontext zu ihren Interessen erreicht werden. Entsprechend den sechs Dimensionen, die auch im Diversity Management thematisiert werden (Ethnische Herkunft, Religion, Geschlecht, sexuelle Orientierung, besondere Bedürfnisse/Behinderungen sowie Alter), geht es beim Diversity Marketing darum, diese Zielgruppen entsprechend ihrer Lebenssituation, Werte, Erwartungen, ihres Glaubens und ihres Lebensstils zu erreichen und dafür geeignete Kommunikationskanäle zu nutzen. Insofern stellt Di (de)
- Diversity marketing (inclusive marketing, inclusion marketing, or in-culture marketing) is a marketing paradigm which sees marketing (and especially marketing communications) as a way to connect with the different individuals in the market. As society has progressed companies have learned that not everyone can be chalked up as the same and that every person has different life experiences, may it be religion culture or beliefs. (en)
- Il diversity marketing è una strategia di marketing che mira a comunicare a specifici settori della popolazione. Un tale approccio al marketing riveste particolare importanza nel campo della comunicazione a quei target che i tradizionali mass media non raggiungono, raggiungono solo parzialmente oppure non raggiungono con messaggi di loro interesse. (it)
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| has abstract
| - Diversity Marketing ist eine Marketingstrategie, die spezifische Teilöffentlichkeiten in den Mittelpunkt ihrer Kommunikation stellt. Besondere Bedeutung erlangt dieser Marketingansatz für die Kommunikation mit jenen Zielgruppen, die über herkömmliche Massenmedien nicht, nur eingeschränkt oder nicht in spezifischen Kontext zu ihren Interessen erreicht werden. Entsprechend den sechs Dimensionen, die auch im Diversity Management thematisiert werden (Ethnische Herkunft, Religion, Geschlecht, sexuelle Orientierung, besondere Bedürfnisse/Behinderungen sowie Alter), geht es beim Diversity Marketing darum, diese Zielgruppen entsprechend ihrer Lebenssituation, Werte, Erwartungen, ihres Glaubens und ihres Lebensstils zu erreichen und dafür geeignete Kommunikationskanäle zu nutzen. Insofern stellt Diversity Marketing den Versuch dar, den Widerspruch zwischen Massen- und Individualmarketing aufzuheben, indem Gruppen angesprochen werden, die vom Mainstream der Werbung (z. B. Fernsehwerbung) nicht erreicht werden. (de)
- Diversity marketing (inclusive marketing, inclusion marketing, or in-culture marketing) is a marketing paradigm which sees marketing (and especially marketing communications) as a way to connect with the different individuals in the market. As society has progressed companies have learned that not everyone can be chalked up as the same and that every person has different life experiences, may it be religion culture or beliefs. "Diversity marketing involves acknowledging that marketing and advertising must offer alternative ways of communicating to these diverse groups. With that knowledge, diversity marketers aim to develop a mix of different communication methods, in order to reach people in each of the diverse groups present in the market" Thus diversity marketing is the process in which companies study the market they are in or about to enter by different mean(e.g. surveys, focus groups or in some cases telecommunication). Diversity marketing is helping business owners and operators in all levels to connect with society through communication channels that best reach them, this creates exposure for the company which creates brand awareness. Diversity marketing realizes the markets vast differences and the market/consumers have different tastes may it be values, beliefs, interaction type and lifestyle choices. Such vast differences are then tackled by customized marketing strategies "From a Marketing management perspective, culturally diverse environments, creates new challenges in recognizing, cultivating and reconciling different culture groups' perspectives within the same market" (en)
- Il diversity marketing è una strategia di marketing che mira a comunicare a specifici settori della popolazione. Un tale approccio al marketing riveste particolare importanza nel campo della comunicazione a quei target che i tradizionali mass media non raggiungono, raggiungono solo parzialmente oppure non raggiungono con messaggi di loro interesse. Il diversity marketing e il diversity management considerano sei variabili, ossia: origine etnica, religione, sesso, orientamento sessuale, esigenze o impedimenti particolari (causati per esempio dall'età). Lo scopo è quello di raggiungere l'utenza desiderata con messaggi adeguati a condizioni di vita, valori, aspettative, fede e stile di vita di quel target specifico, utilizzando i canali di comunicazione più adatti. Il diversity marketing rappresenta il tentativo di porre fine al contrasto tra il marketing di massa e quello individuale, rivolgendosi a gruppi che non vengono raggiunti dalla pubblicità tradizionale (per esempio dagli spot televisivi). (it)
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