How to Tap into the Power of Inclusive Marketing: Expert Insights from Chad Solis
In today's digital age, businesses must recognize the importance of inclusivity. On the latest episode of the Sticky Note Marketing Show, Mary Czarnecki welcomed Chad Solis, Chief Marketing Officer at AudioEye, to discuss how digital accessibility can be a powerful competitive advantage.
Simply collecting data isn't enough.
Chad, a seasoned marketing and product leader, shared his expertise on making digital assets accessible to everyone, especially those with visual, auditory, or neurodivergent disabilities. This conversation shed light on how overlooking accessibility can lead to missed opportunities and how embracing it can drive significant business growth.
The Personal Story Behind AudioEye
AudioEye's inception was rooted in a personal experience. Founded by two brothers, one of whom developed a degenerative eye disease, the company aimed to address the growing inaccessibility of the web. As Chad pointed out, "Our shopping is online, we manage government documents online, we do our banking online, all of those things are online and digital and when you have disabilities and you're not properly equipped with the right technology and services. Those things can be literally impossible."
This firsthand understanding of the challenges faced by individuals with disabilities fueled the company's mission to create a more inclusive digital world.
Empathy as a Growth Driver
Chad emphasized that empathy is the key to unlocking growth. He highlighted how understanding the customer's experience, especially those with disabilities, drives better marketing and product development. "Empathy ends up being a driver of a lot of great practices that with how you go to market, how you build products, how you sell products and empathy really is putting yourself in the place of your prospect or your buyer and how they're experiencing your brand."
He shared his own journey, admitting that digital accessibility wasn't on his radar until his company faced a lawsuit. This experience underscored the importance of integrating accessibility into marketing and product strategies.
The Untapped Market: 25% of Americans
One of the most compelling points Chad made was the sheer size of the market being overlooked. "One in four Americans experience some form of disability." This represents a significant buying power and a loyal customer base. By catering to this demographic, businesses can tap into a 13 trillion dollar opportunity.
Chad also highlighted the personalization aspect of digital accessibility. "This is an opportunity to personalize a digital experience, whether it's in a product or a website to 25 percent of your audience?" This level of targeted personalization is a marketer's dream.
Identifying Accessibility Issues
Chad provided practical advice on identifying accessibility issues. High abandon rates, low conversion rates, and poor engagement with website features can be early indicators. He also recommended using AudioEye's free website scanner to identify potential problems.
However, he stressed that technology alone isn't enough. "To solve the real problem, you actually need what we call human assisted technology." AudioEye employs a community of individuals with disabilities to conduct audits and testing, ensuring a truly accessible experience.
Accessibility in E-commerce and Beyond
Chad discussed the unique challenges of e-commerce, such as navigation and color contrast. He also addressed the differences between B2B and B2C scenarios, noting that consumer-oriented businesses face higher compliance risks.
He shared a success story of a tourism client in Utah, where improving digital accessibility led to increased tourism, improved SEO, and happier customers. This highlighted the tangible benefits of prioritizing accessibility.
Taking the Next Step
Chad encouraged listeners to educate themselves on digital accessibility and take advantage of AudioEye's free website scan. He emphasized that even small businesses can make a big difference by incorporating accessibility into their practices.
He also provided practical tips, such as using proper alt text and header tags. "Little changes like that cost you nothing make a big difference."
Empathy: The Foundation of Good Marketing
Chad concluded by reiterating the importance of empathy. "Good marketing good go to market begins and ends with empathy put yourself in the shoes of your buyer, your prospect and just create an amazing experience and you and your business will win."
By prioritizing digital accessibility, businesses can not only expand their market reach but also create a more inclusive and equitable digital world.
Connect with Chad to learn more about what he does:
BONUS!
Chad is giving an opportunity for companies to scan their site for free for accessibility issues: https://www.audioeye.com/website-accessibility-checker/
