There is a multitude of reasons that authentic marketing is now coming to the fore as the most important aspect for businesses to adapt to.
Authentic Marketing is simply working on the mantra of “truth sells”. As the ‘shift of power’ has moved away from brands and more into the hands of the consumer, businesses that lead with transparency and truth will be the ones that benefit. Those that move away from the brand element that separates them from the consumer are dedicated to replacing it with the human element that drives connections.
Why it Matters
Consumers are no longer fooled by the ‘art of spin’ and instantly see through the facade of businesses who are not being authentic.
People are inherently suspicious of advertising and marketing tactics and the general consensus appears to show that consumers do not trust businesses to do what’s right. In fact, of the world’s top GDP performers, consumer distrustfulness in the UK is exceeded only by consumer distrust in Russia.
A staggering 92% of consumers say they trust earned media (such as word-of-mouth and recommendations from friends and family), while only half trust ads. 70% of people want to learn about a product through content vs. traditional advertisements.
I myself spent hours watching YouTube reviews of a particular smartphone I was interested in, as the YouTubers provided real-life and unbiased opinions. Rather than trust the manufacturer advertising that tells you it’s the best smartphone since sliced bread.
The benefits of Authentic Marketing
Authenticity, on the other hand, is attractive. If you show your business in an authentic way and stay true to your mission and values then you cannot fail to succeed.
Authentic marketing is magnetic. When you use this you will, over time, reap the benefits such as:-
1. building trust and credibility
2. strengthening customer loyalty
3. becoming memorable
4. breaking down the walls between the business and your prospects
5. generating more referrals
You will find that if a customer likes you and continues to do so, they will do business with you.
So how do we be authentic?
If you think of authentic marketing as a strategy then you’re missing the point. Strategy is something that is planned and calculated to meet a required outcome. Authenticity mustn’t be contrived and is all about a genuine and sincere philosophy. This is what the ‘core values’ consist of and are the truths and ideals which the business operates by.
Authenticity isn’t just about being truthful and transparent but is also about being true to who you are.
It is also not enough to say you’re authentic, you have to BE authentic. It really is a case of “talk the talk” and “walk the walk”.
It takes time for the benefits to show but it’s time well spent.