What It Takes To Build Diverse and Inclusive Marketing Strategies
Dots Oyebolu welcomes Michelle Ngome, Founder and President of the African-American Marketing Association (AAMA), in this episode.
Michelle shares her journey from finance to marketing, emphasizing the importance of integrated strategies that blend traditional and digital efforts. She unpacks the evolution of inclusive marketing, the challenges and triumphs of building a diverse marketing community and why empathy and representation must go beyond surface-level diversity.
Key Takeaways:
(01:19) Michelle transitions from finance to a 15-year marketing career focused on small businesses and thought leadership.
(02:31) A call for holistic representation — beyond token visuals — in inclusive marketing.
(04:08) The African-American Marketing Association’s membership is split between entrepreneurs and corporate marketers.
(05:28) The Marketing for the Culture Summit fosters community among Black marketers from across North America.
(10:27) Younger generations demand social responsibility and hold brands more accountable than ever.
(18:09) Michelle outlines her five-point framework for inclusive marketing.
(24:56) Brands should expand existing offerings to new communities instead of creating entirely new products.
(33:11) Internal audits and strategic planning ensure DEI efforts are authentic and sustainable.
(35:17) Annual reports and competitor research offer hidden insights for shaping impactful DEI marketing strategy.
(46:35) Always include representative voices in decision-making to ensure cultural campaigns are guided authentically.
Resources Mentioned:
Michelle Ngome website
Insightful Links:
https://all-in.withgoogle.com/strategy/
https://www.texthelp.com/en-gb/resources/digital-accessibility-guide/inclusive-marketing/
https://advertising.amazon.com/en-ca/library/guides/inclusive-marketing
https://beinclusivethecardgame.com/
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