3. So, what options are there now for marketers?
On what should we base the relationship with these consumers to be a sustainable one? The answer is obvious: on authenticity, values, transparency in information, empathy, involvement and communication.
With the help of technology, marketing has the option to create User Generated Content campaigns to facilitate customer engagement. Platforms such as tintup.com allow companies to integrate this type of campaign in the most effective way in their current practices.
Another option is to use channels that facilitate real-time communication with consumers and the best example is Snapchat. Very few companies in Romania, among those who could benefit greatly from using this channel, develop campaigns on Snapchat.
The option which is best manifested in Romania, but nowhere near the potential it has, is related to the use of brand advocacy platforms (eg. influitive.com). Thus, the most enthusiastic consumers of a brand can become influencers or brand ambassadors in a structured and measurable manner.
All the above options are part of the new direction called Authentic Marketing. Authentic marketing is the way to digital consumer, which is built on confidence supported and validated by an open relationship with them.
Authentic Marketing starts to question that every company should begin with, namely: who are we? Authentic marketing is based on a genuine willingness to communicate openly and consistently. This approach presupposes the active involvement of consumers in generating content, in co-creation and open innovation, and especially in communicating brand values proactively. In Authentic Marketing, communication has a very human, tone, as well as an offhand and fluid structure.
4. Bringing it all together
Yes, maybe there is a gap between the customer and marketing – one created in decades of campaigns that were not telling the truth or the whole truth – but we can bridge it using Authentic Marketing. This approach includes: agility, giving up control, user generated content campaigns, brand advocacy, using real-time marketing. That’s because, at the base of Authentic Marketing are the common values of the company, consumers, the community to which they belong and their consistent support.