How to Market Authentically

We live in a world where trust in brand messaging has been diminished due to false advertising and an influx of false information online. In the past, consumers relied on peer reviews and influencers as sources of truth, but now these methods have become questionable and unreliable. In response to this crisis of authenticity, it is essential for brands to adjust their marketing tactics and messaging in order to connect with consumers who are searching for authenticity.

In this article, Trend Hunter’s SVP of Client Success, Gil Haddi, outlines the three biggest marketing tactics that any brand can use to build trust in the eyes of consumers. The modules of Co-Branded Influence, Instant Gratification and AI Engagement offer solutions for adapting brand messaging to the challenges of today's market.

The first tactic, Co-Branded Influence, involves partnering with a well-respected brand or influencer to promote your product. When a trusted brand or influencer endorses a product, it gives the product an air of credibility and legitimacy. For example, a clothing brand could partner with a celebrity to promote their latest collection. Consumers are more likely to trust a product when it is endorsed by someone they admire or trust.

Instant Gratification is the second tactic, and it's all about providing immediate value to the consumer. With today's fast-paced lifestyle, consumers want products and services that offer immediate results. Brands can offer free trials, demo products or instant access to digital content to give consumers a taste of what the product has to offer. This helps build trust by demonstrating the product's value to the consumer and giving them a sense of what they can expect from the product.

Finally, AI Engagement is the third tactic. This involves using artificial intelligence to provide personalized and engaging experiences for consumers. For example, chatbots that can answer questions and provide recommendations based on a customer's previous interactions with the brand. AI can also be used to personalize the customer experience by offering personalized recommendations, reminders and even birthday messages. AI engagement helps build trust by providing a more human-like experience, which in turn makes consumers feel more connected to the brand.

In conclusion, the crisis of authenticity has created a challenging environment for brands to connect with consumers. However, with the right tactics, brands can overcome this challenge and build trust with their target audience. By partnering with well-respected brands or influencers, providing instant gratification, and using AI to engage with customers, brands can differentiate themselves from the competition and build a loyal customer base.

So if you want to be ahead of the curve and stand out in a market that is becoming increasingly cluttered with false information, then take Trend Hunter's full course on marketing and the crisis of authenticity.

For more information on marketing authentically, check out Trend Hunter's Free 2023 Trend Report.