Marketing is not exactly a trusted industry, and the professionals who work in the area are willingly working in an area that is perceived as shady. This is why sincerity and transparency will greatly increase any chances of success in 2017. Even this late in the game of Internet marketing, companies want to be secret and private about too many things. This has led to a big demand for some good honesty- why lie at all?
Take a moment to reflect on the actions of Sony entertainment in the last few years. Ever since the big hack on their accounts, it seems the company pointed the blame. They blamed infrastructure issues, alluding to the hacks of Apple Inc. that occurred around the same time. Sony was only transparent because they were forced to be. Hackers broke into their databases and revealed private data, such as salaries for top stars and private photographs. No one is saying these things should be public, necessarily. What is being critiqued is the company’s lack of accepting the blame and working past it. They enacted an atmosphere of shadiness that follows them today. The Sony hacks with the Playstation 4 service were particularly devastating. Sony seemed to backpedal needlessly.
Vulnerability will make a company appear more human. People have had enough of big faceless corporations. It is a cliché that no longer has to exist, and customers are noting this with their spending power. Companies also do not need to market to people who may not want their service. This is where many of the problems arise. Companies can micro-target their marketing efforts and only market to people they strongly believe will pay for the products and services. This will go far to dissuade concerns of no trust because customers are actually being exposed to things they want. Spotify is a nice example. Users will hear ads based on music they are actively listening to. It is micro-targeting at its best.
Companies should try to be more transparent in their messages. This level of vulnerability will dramatically edge them against competitors. Contact Excelsior Internet Marketing for more on transparency in marketing.