Moral compass

When I rebranded this blog over two years ago I wanted a tagline to sum up its contents. I wanted something that would highlight how it wasn't going to be another blog merely listing out the latest tech developments. 'Digital Marketing with Morals' sums up my approach in the workplace and also how this blog may differ to some others. But sometimes it can be a challenge to stick to this ethos. After all, people don't trust marketers.

For years, marketers have created highly-crafted campaigns that have one aim: to sell. As consumers, we know that this is their main aim, which is why we tend to be skeptical of everything they say. Of course they’re going to say their product is the best in the market.

This lack of trust has been built up over the years, ever since advertisers and marketing departments began coming up with fictional stories about their products and creating characters to give their products the edge. But now consumers are wising up to that.

For the most part, it’s safe to say marketers don’t lie on purpose. They have goals to hit and a target to reach. For as long as advertising has been around, the aim of the marketer has been to highlight the benefits of their product and show consumers how it will improve their lives.

Like food ads that promise you’ll be healthier and happier. Or car ads that promise you’ll be cooler. Creating narratives around products to encourage people to buy is not a new thing.

However, the emergence of the internet has allowed consumers to have more choice over what media they do and don’t engage with. These days, marketers won’t get away with weaving fake stories and highly photoshopped outcomes, because their audiences are on to them. No longer passive receptacles to the media, consumers are now in charge of the marketing landscape – which means teams all over the globe have had to make a huge shift in how they promote and sell their products. Authenticity has become the latest buzzword in the marketing world, but it’s here for the long term. Here are four key ways we can embrace this ethos (and sleep easier at night as a result!)

1. Stop talking about you 

I've lost track of the amount of people to whom I've spoken who want to set up a social media account as a broadcast medium. As we all know, someone who only talks about themselves becomes pretty boring pretty quickly! Instead, consumers want to know how you're going to help them. Rather than touting your product as the best show how it can inspire them to live happier lives.

2. Use your experts 

Most companies have people working for them who are experts in their field. Where possible use these people to highlight industry issues either through blogs or media interviews. This builds your authority, to become the go-to brand in your niche, and shows your audience why they should trust you.

3. Share real stories 

By opening the door and publishing either your employees. The important part here is not to focus on telling the facts too much. It's a well known fact that people don't remember what was said but what they felt. One authentic 'pride and passion' story capturing a moment in time will always beat something just showcasing the facts.

 4. Go easy on the branding 

Many brands are now going light touch on the branding in their campaigns. The aim of this is to highlight how they are trying to improve the industry landscape as a whole. It becomes more about public service rather than a quick sell. Of course, this is a brave strategy but the idea is that it creates some brand interest and loyalty. McDonalds and Bose tried this in their latest campaigns to great success.

So as marketers how can we make attempts to keep some of our morals intact? For me it's trying to give back to the local community where possible which is why I've helped out the local Pre-school and have built them a new website. It's not much (and it took me nearly a year to get round to) but it means this particular marketer won't be chased out of the village with flaming torches and pitchforks just yet!