The Development of Genuine Marketing Strategies

When it comes to modern branding strategies, marketers are shifting to more authentic online tactics. At Innovative Advertising, when we think about authenticity, we consider a genuine connection between brands and their audience that favors transparency, honesty, and genuine engagement. A recent Forbes article highlighted that 90% of customers consider authenticity crucial in their brand preferences. Millennials and Gen Z, which together form almost 140 million people in the United States, prefer brands that present themselves as “real and organic” over those that are “perfect and well-packaged.”

Are you for “Real”

Marketers are embracing this current shift in the market to “keep it real.” That’s why it’s so important to create and share content that narrates a brand’s story, underscores its values, and even illustrates its contribution to society to stand out in the competitive market. 

Consumers have taken on a detective-like role in their shopping habits. As highlighted by an advertising study at Criteo, consumers spend more time researching before purchasing. Unlike before, shoppers are bypassing search engines and marketplaces, instead opting to visit the websites of retailers and brands directly. This trend shows us there is more of a concern among shoppers not just for product quality and price but also for the values and ethos the companies choose to support. 

Maintaining a loyal customer base

The digital landscape has provided consumers with platforms to voice their opinions and experiences with brands, good and bad, making it increasingly difficult for brands to hide behind a polished facade. This transparency has created a necessary shift in how brands communicate, pushing them towards more genuine and relatable content. 

Research supports this shift. Studies have shown that brands that engage in authentic marketing practices tend to foster stronger customer loyalty and trust, key drivers of long-term success. 

The proof is in the pudding

According to The “2022 Sprout Social Index™, nearly 40% of consumers prefer viewing customer testimonials or real demos on social media. Showcasing real people enjoying or creating tutorials with marketing products on that brand’s channel is an effective way to build trust and establish social proof. 

The impact of emotions on the decision-making process related to purchasing an item is profound, with positive testimonials stirring up feelings of trust, confidence, and empathy among potential customers. Such an emotional bond can significantly sway their preferences, making them more likely to select one brand over another. This strategy highlights the importance of leveraging authentic customer feedback to establish a competitive edge in the market.