How do you earn (and keep) people's trust after a year like 2020? By keeping your marketing "unfiltered."
Stephen Denny and Paul Leinberger—co-authors of the new book Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World—spent four years researching how technology affects culture in the context of brand relationships. Their findings take on even greater significance as we enter a year for which "consumer trust is underlined and bolded."
And "nothing is more important for a brand's survival" than its customers trust, according to Forrester.
To use Stephen Denny's terminology, the people you serve now find themselves "seeking control in an out-of-control world," and they gravitate toward brands that are "unscripted," "in-process," and "in-context."
In such an environment, you can strengthen the brand/consumer relationship only through "heroic credibility."
In this episode of Marketing Smarts, we explore how technology has forever altered that relationship, how to rehumanize your digital brand experience to gain customer loyalty, and what the rules are for "unfiltered marketing."
Listen to the entire show now from the link above, or download the mp3 and listen at your convenience. Of course, you can also subscribe to the Marketing Smarts podcast in iTunes or via RSS and never miss an episode.
This episode brought to you by Validity:
For over 20 years, tens of thousands of organizations have relied on Validity solutions to target, contact, engage, and keep customers—using trustworthy data as a key advantage. Validity's solutions deliver smarter campaigns, more qualified leads, more productive sales, and ultimately faster growth. For more information, visit Validity.com.
"Marketing Smarts" theme music composed by Juanito Pascual of Signature Tones.
Published on January 14, 2021
Stephen Denny, managing director of Denny + Leinberger Strategy. In this episode of Marketing Smarts, Stephen and Kerry discuss ways brands can gain customer trust and loyalty through raw, unfiltered marketing. Stephen is an author, speaker, and consultant who helps brands define (or redefine) their competitive positioning. He is the author of the book Killing Giants: 10 Strategies to Topple the Goliath in Your Industry and co-author of the book Unfiltered Marketing: 5 Rules to Win Back Trust, Credibility, and Customers in a Digitally Distracted World.
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