Let’s face it, today’s consumer is highly informed! They can and more than likely will find out anything and everything about your products and services before making a purchase-or at least consumers have that ability. They will visit forums pertaining to your company, they will check out your Yelp, they will receive tweets about your company and of course, see what pops up on the first or second page of your Google results.
According to the latest Nielsen Global Online Consumer Survey of over 25,000 Internet consumers from 50 countries- recommendations from personal acquaintances or opinions posted by consumers online are the most trusted forms of advertising.
Marketers really can’t hide mediocre products and services behind fancy ads and false claims any longer. So why not be completely honest up front about who your company is and strive to make it better? If we as marketers are not transparent in order to achieve more sales and impress Wall Street, the consequences will be MUCH MORE damaging when the truth about our mediocrity surfaces, thus diminishing any brand equity we have managed to build.
Because of the wealth of information at our disposal, a key element to the future of marketing is the product and service itself. We as marketers have an increased ability to receive instantaneous feedback about our products and services directly from the consumers and act accordingly. We have the ability to communicate how we are changing and evolving by engaging in these online discussions with individuals who have a vested interest in our business. The marketing of tomorrow will be about talking WITH our target audience, not AT them.
-image ‘You’re Fired’ [mckinnondunford]
You’re right companies should be more up front and honest. We as consumers should keep them honest.
I bought a Tory Burch sweater the other day and I love it but I wore it to work and both of the buttons fell off. I was shocked and pissed that I paid so much for a name brand. Buyers Beware! A beautiful black and pink Tory burch sweater probably costs $5.00 to make in china;unfortunately not the best quality, buttons may fall off, but it has a kick ass logo that most consumers will pay a lot for so they mark it up 500%.
I guess I’m the sucker.