Tag Archives: Authenticity

Brands strive for authenticity as audiences turn a skeptical eye toward ads

Brands attempting to be ‘real’ and ‘human’ often make missteps that get them in trouble. Contributor Peter Minnium explains why this is important and how to get it right. Peter Minnium on March 23, 2018   Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global … Continue reading Brands strive for authenticity as audiences turn a skeptical eye toward ads

The Need for Authenticity: Customer Engagement & Content Marketing

By Larry Alton February 23rd, 2018   In crowded marketplaces with dozens of competitors fighting over the same consumers, being able to actively engage customers is critically important. Research has shown that one of the keys to driving customer engagement and finding success with online marketing is to promote brand authenticity through content marketing. Promoting Authenticity … Continue reading The Need for Authenticity: Customer Engagement & Content Marketing

How Smart Companies Embrace Brand Authenticity to Improve Customer Relationships

KC Claveria — August 11, 2017 Follow @kcclaveria — August 11, 2017 Most of us can detect phony people when we meet them, so we aren’t able to truly connect with them. It’s true with brands as well. Research conducted by The Drum in collaboration with Opinium shows that 78 percent of consumers feel brands … Continue reading How Smart Companies Embrace Brand Authenticity to Improve Customer Relationships

For marketing with developer events, connection and authenticity matter

If you want to make developer-centric events a success, columnist Josh Aberant explains, you need to be able to connect with the dev community. Josh Aberant on May 10, 2017   Developers can be skeptical, dismissive of hyperbole, willing to bench-test any product claim and unhesitatingly open to sharing their opinions with the rest of … Continue reading For marketing with developer events, connection and authenticity matter

15 Creators Dissect Authenticity in Influencer Marketing

Jared Augustine — December 28, 2016 Follow @JaredAugustine— December 28, 2016 “Authenticity in influencer marketing” is one of the most cliché phrases used in the space. But what does that actually mean to creators? I asked 15 influencers to share their thoughts about how they would define an authentic brand partnership. Misty Kingma “What makes … Continue reading 15 Creators Dissect Authenticity in Influencer Marketing

The Authenticity of Corporate Social Responsibility

by Kristen Carlson Follow @Kcarlson14October 14, 2016 Not every positive impact program is created equal. The truth is that some programs have higher levels of engagement, resonate with stakeholders more and have a bigger impact. The most important success factors are trust and authenticity. According to new research, employees generally view CSR programs in two … Continue reading The Authenticity of Corporate Social Responsibility