December 1, 2014 | Posted By [dot]GOOD
Fewer and fewer consumers believe the messages that are
being put out by traditional advertising messaging.
Marketing is neither transparent nor authentic by nature. Consumers
are starting to care less about what companies are selling and more about
why they are selling what they do. This purpose-driven trend paired with more
astute consumers, has resulted in the move towards more honest marketing
– authentic marketing.
Unlike traditional advertising, authentic marketing looks internally to determine
what the organisation stands for beyond just making profit; what is its
purpose? To determine organisational direction and core values, business
partners and key company executives need to define; ‘what is it we stand for
that will never change, even if it proves to be a disadvantage at times?
This approach gives communication direction in terms of what is ‘right’ or
‘wrong’ for the organisation. It also creates long-lasting relationships with
consumers, which ultimately paves the way for a successful and sustainable
business. Authentic marketing is less about the touch-points weaved into an
organisation’s marketing strategy or campaigns, and more about the stories
that are told by the organisation. To this point, these stories should not be
artificial, but rather an extension of the businesses’ self-expression.
With the boom of social media, the power has shifted from the
organisation to the consumer, which is why it is very hard to hide behind
unauthentic marketing because the truth will always reveal itself.
Sustainability through authentic marketing requires businesses to
reward loyal followers, and to be consistent, charitable and honest,
with proof of what the organisation claims.
By Michael Baretta