What is Accessible Marketing?

 At its core, a marketer’s job is simple (but not easy!): improve awareness and interest in an organization’s products or services and convince people to buy them. A marketer can accomplish this by engaging in virtually limitless strategies and tactics.

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Regardless of what strategies a marketer employs, a fundamental aspect of digital marketing is communication. No matter the platform, channel, or vehicle for this communication, all marketers need to somehow get their message across to potential customers.

Also read: What Is Domain Authority & Page Authority

Accessible marketing is a twofold effort.

First, it requires ensuring as many people as possible can understand your message. Notice the word “understand” in the previous sentence? That’s because there are several mediums through which you can convey a message, some of which a person with a disability can technically use but will encounter a limited or low-quality experience that prevents them from fully understanding your message.

For example, a video without captions is suitable for people with perfect hearing (except if they’re trying to watch it in a public space and don’t have headphones—a situational disability!) While those with limited or no hearing can watch it and potentially get a vague idea of what the video is about, their comprehension may be limited. It’s highly unlikely that a deaf person would interpret a video without captions exactly the same as someone who could hear what is going on.

Second, your digital assets must be usable for people with disabilities. Even if individuals can understand all the content, your website is still considered inaccessible if they can’t complete critical tasks on it. If your site’s key objective is to allow shoppers to purchase products, everyone needs to be able to check out, regardless of their ability or tools they’re using to engage.

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