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You might think that by its very nature marketing isn’t authentic, but in the digital age where people are increasingly savvy that preconception is being forced to change....
...Indicators are everywhere – for example the 2012 Goodpurpose study demonstrated that where quality and price were equal the leading purchase driver for 53 percent of consumers was ‘social purpose’. Consider also Facebook’s upcoming changes to newsfeed which reflect the trend toward content that shows more heart and encourages the forging of deeper connections, giving users the ability to focus only on image based posts or tune out brand updates completely.
In fact in many cases the only way businesses are going to get their news seen is if friends share it, and to achieve that they’re going to have to be convincingly honest and authentic. The more virtual our lives get, the more we hunger after something genuine. What people really want now is not just a product or a service, it’s an experience. An experience that is more honest and transparent …more authentic – and businesses are going to have to keep up with growing consumer authority and give people what they want if they want to survive....
Via Jeff Domansky
Authenticity is the marketing currency of the future.