Not everyone understands what exactly transparency means when it comes to marketing. That’s to be expected.
When your main objective is sales at all costs, honest marketing is somewhat of an oxymoron.
But at a time when information about everything is so easily available, exaggeration or falsehood is quickly and embarrassingly revealed. And the damage caused by such revelations, can be devastating.
Interaction on social media also requires that brands establish a human presence and it turns out that acknowledging flaws can not only make a brand seem more human, but more likable as well.
Thus, today’s digital marketer faces the difficult task of promoting a product, service or client in a way that emphasizes the good, but doesn’t shy away from looking at the bad.
This week #ContentChat regular Lucy Rendler-Kaplan, a marketing veteran with close to 17 years experience in field marketing management, public relations and social media marketing, stepped in as guest moderator and asked our community of marketing pros some interesting questions about branding and transparency.
You can view our summary of this fascinating chat (which was trending on Twitter for a while), below.