When we think of advertising, we often think of Mad Men scenarios; teams putting their heads together to figure out which buttons to push and how in order to bring about a specific response. But the 60s are long gone, and the modern world of marketing doesn’t work the way it once did. Today, transparency is important.

How Transparency is Changing the Face of Marketing

How Transparency is Changing the Face of Marketing

Much of this can be contributed to new types of media developing over the last several decades as well as new generations being savvier consumers. Now, consumers do not make a purchase based on—or at least not completely based on—a crafty or catchy advertisement. They check reviews, look to see what influencers are saying, and even post questions about products and services on their social media pages to see what others have to say.

And that means that while smoke and mirrors might get a few sales, they won’t sustain a brand. But quality products and services marketed with transparency will.

So, how does this impact marketing and your brand?

Stop thinking about brand image and instead think about brand identity

Why should you reframe things this way? Because for many, image is something fake—a mask we wear to hide who we are. We project an image to the world while the real person remains inside. If you think about your brand in terms of image, you are automatically setting yourself up to create the mask that hides what your brand really is. Identity is a word we associate with the authentic self, and by using that term when thinking and speaking about your brand, you set yourself up to think about things in an authentic—and transparent—manner.

Understand the impact that interaction has on the appearance of authenticity

In the past, marketing was, in essence, a one-way interaction; the brand controlled everything and created everything while the consumer was left to, well, consume. Now, the customer has a lot of control and is looking for interactions with brands. This has two important implications. One, the brand cannot fully control its image. Two, any whiffs of fakeness on the part of your brand will be sniffed out in a hurry. Be genuine as you interact on blog sites, comments, and online review sites.

Be ready to manage a lot of moving parts

The expansion of media also means that there is a lot going on, and the more transparent you are, the more you add to it. For example, you can do things like create videos and post them without responding to comments—but that is not a good decision to make from a marketing standpoint. And that means you need to add juggling customer interaction with all your social media profiles, various forms of marketing, and branding efforts.

And keep in mind that customer service now means more to branding than ever before

Because consumers expect a personalized experience from brands, they are also placing a greater emphasis on the quality of customer service. This plays into transparency since poor customer service often involves tricks and lies that modern consumers will pick up on right away. Offer a quality experience and be authentic throughout.

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June 22, 2018

How Transparency is Changing the Face of Marketing

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