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Imagine if you have finally squeezed a creative concept for your next online marketing campaign, but you are advised not to push through with it because a c ...

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Study Your Target Market

Imagine if you have finally squeezed a creative concept for your next online marketing campaign, but you are advised not to push through with it because a certain group of people is offended by a certain part of the campaign. It’s kind of… annoying, especially if you did not really mean to offend anybody, right?

Being politically correct has become one of the biggest enemies of advertising and marketing in the digital age. A single word can now spark a controversy if it offended a few people, in some cases even just one, which can impact thousands and thousands of market revenue. That’s how political correctness is driving the current online market. It can stop a campaign and can affect your business if it made a negative impact to anybody.

Understand Different Culture And Belief

Before we dig further on the effect of political correctness in the social marketing industry, let’s first understand what it is all about.

As the dictionary defines it in verbatim , political correctness is “ the avoidance, often considered as taken to extremes, of forms of expression or action that are perceived to exclude, marginalize, or insult groups of people who are socially disadvantaged or discriminated against. ” In layman’s term, it means that your words should not offend nor discriminate anybody from anywhere at any cost. You have to be fair to EVERYONE.

Brainstorm. Kill. Brainstorm. Kill. Repeat.

Say for example, solely promoting cosmetic surgeries such as liposuction or skin care to women may offend some men. Thus, instead of saying that the service is only applicable to women (or that it’s only ideal for women), you should also find a way to market the benefits of such cosmetic surgeries to men. In that way, you are not discriminating anybody.

Back in the early days of advertising, it’s okay to poke at anyone or anybody when promoting a certain brand. It’s actually a marketing strategy to uplift the importance of your own brand or your product. You can even use it in comedic approach to add an entertainment value for your contents. But now, you can’t do that anymore – unless you want a group of concerned citizens bash your online presence, then go ahead and do that.

Don’t Panic And Stand By Your Brand

So, how does political correctness affect you in terms of marketing your brand? Well, everything that was once perceived as negative should be treated fairly and with respect. If you want the online community to love you and to promote you, make sure to not discriminate against race, sex, physical appearances, gender preference, social class, religion, and beliefs, to name a few. The best strategy: applaud those that was once discriminated. Just like Dove’s “Real Beauty” campaign that has been successfully promoting the brand since 2004 . Their concept is to go against the stereotypical definition of beautiful and use it as a tool to encourage women to be proud of themselves, of their natural selves, is one of the most powerful political correct campaigns there ever is.

https://www.youtube.com/watch?v=litXW91UauE

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