As we approach 2025, digital marketing accessibility is becoming increasingly important. Marketers need to ensure that their content and campaigns reach all audiences, including those with disabilities. Not only is this the right thing to do, but it’s also essential for future-proofing your business in a diverse, tech-driven world.
In the coming years, the landscape of digital marketing will continue to evolve, especially in areas like AI, customer data insights, and accessibility compliance. So, how do you build a digital marketing strategy that prioritises accessibility while navigating a complex, ever-changing environment?
Let’s break it down.
The Importance of Accessibility in Digital Marketing
In 2025, accessibility in digital marketing is no longer a nice-to-have—it’s a necessity. As the disability community becomes more visible, and businesses face increasing pressure from both customers and regulations, it’s crucial to ensure your digital platforms are inclusive.
The demand for accessible websites and digital content has never been higher. Data from Fable, an accessibility testing platform, reveals that people with disabilities shop online twice as often as the general population. This presents a massive opportunity for brands to tap into an underrepresented and highly engaged audience. Accessibility is no longer just a compliance requirement; it’s a market-driven imperative.
However, marketers face several challenges in meeting accessibility standards. From navigating complex international regulations to making sure AI technologies enhance, not hinder, accessibility—there’s a lot to consider.
Navigating Accessibility Challenges in 2025
Digital marketing professionals will need to balance many challenges in 2025. These include:
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Global Accessibility Compliance: Laws around accessibility vary from region to region, making it tough to ensure compliance across borders. Countries like the US, UK, and Canada each have their own sets of rules, creating a maze for multinationals to navigate.
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Leveraging AI for Accessibility: While AI can help marketers create content like audio descriptions and image alt-text, there are limitations. AI needs to be harnessed carefully to improve the user experience without compromising accessibility.
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Maintaining Consistency Across Channels: Third-party platforms like social media and e-commerce sites might not respond to accessibility features in the same way your own site does, making it a challenge to maintain a consistent experience for users across all touchpoints.
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Lack of Disability Representation: Accessibility can’t just be a technical process; it must also be driven by the people who understand it best. Companies often fail to include disabled professionals in their teams, which can lead to missed opportunities and a lack of empathy in product design.
Key Insights on How to Prioritize Accessibility
I had the privilege of attending a panel discussion at Sight Tech Global, an event hosted by the Vista Center for the Blind and Visually Impaired. The session, titled “From Insight to Action: Establishing Accessibility as a Digital Marketing Standard”, provided valuable insights from industry leaders on how to embed accessibility into your marketing strategy.
Here are the key takeaways from the panel:
1. Leadership Buy-In is Crucial
Ben Ogilvie, Head of Accessibility at ArcTouch, emphasised the importance of leadership buy-in in creating a culture of accessibility within a company. Without top-down support, accessibility initiatives may be seen as an afterthought or just a compliance requirement.
Key Insight: Accessibility shouldn’t be viewed solely as a legal obligation; it should be recognised as a human imperative. Leaders need to understand that disability inclusion aligns with both business goals and human rights.
“Accessibility is a team sport. It needs to be part of the product requirements, the creative brief, and the copy team. It’s not a project. It’s a process.” — Ben Ogilvie
2. Build Partnerships with Passionate Agencies
Hannah Arner, Senior Manager of Digital Consumer Experiences at Coca-Cola, shared her experience refreshing the company’s app for North America. She stressed the importance of finding agency partners who are just as passionate about accessibility as your internal team.
Key Insight: Regular user testing, especially with disabled consumers, is vital. Real-time feedback from those with low vision or blindness can inspire changes that improve accessibility for everyone, not just those with disabilities.
“The most important thing is to partner with agencies that are as invested in accessibility as you are. Having those partners by your side keeps the momentum moving forward.” — Hannah Arner
3. Data-Driven Decisions Enhance Accessibility Impact
Josh Loebner, Global Head of Inclusive Design at VML, highlighted the need for better data to demonstrate how accessibility efforts impact a company’s bottom line. While user testing is invaluable, there’s also a need for broader metrics to evaluate how accessible initiatives drive sales, brand awareness, and consumer loyalty.
Key Insight: Accessibility can benefit more than just people with disabilities. When done right, accessibility helps create a better user experience for everyone, resulting in higher conversion rates and a stronger return on investment (ROI).
“Accessibility isn’t just a ‘nice to have’—it’s about making sure that what you’re doing is having a meaningful impact on your audience and your profits.” — Josh Loebner
4. Use AI to Amplify Accessibility
AI will be increasingly important in 2025 for enhancing accessibility. From automated captioning to image recognition, AI can significantly streamline the process of making content accessible. However, it’s critical to ensure AI’s outputs are checked and fine-tuned to avoid errors that could hinder the user experience.
Key Insight: Use AI to augment your accessibility strategy, but always ensure human oversight to maintain accuracy and relevance.
How to Integrate Accessibility into Your 2025 Strategy
To successfully integrate accessibility into your digital marketing strategy, follow these key steps:
- Embed accessibility in your company culture: Ensure leadership champions accessibility and that it’s part of the day-to-day workflow.
- Collaborate with passionate external partners: Work with agencies that specialise in accessibility and regularly conduct user testing.
- Leverage data and AI effectively: Use data to measure the impact of your accessibility initiatives on ROI, and integrate AI to automate certain aspects of content creation.
- Train your team: Ensure your team is equipped with the knowledge and tools to make accessibility a core part of their work.
- Continuously improve: Accessibility is an ongoing process, not a one-time project. Regularly update your strategies based on feedback and new technological advancements.
Conclusion: Why Accessibility Will Define Your 2025 Strategy
As we head into 2025, digital accessibility is no longer optional—it’s a necessity. By prioritising accessibility and disability inclusion, your brand not only complies with regulations but also opens doors to a wider audience and stronger customer loyalty. Building a truly accessible marketing strategy requires leadership commitment, passionate partnerships, and data-driven insights. Start now, and make accessibility a cornerstone of your 2025 digital marketing strategy.
Relevant Links for Further Reading:
- Fable Accessibility Testing Platform
- Sight Tech Global Overview
- ArcTouch Accessibility Services
- Coca-Cola Accessibility Journey
- VML Inclusive Design
Photo credit: Forbes
