Authenticity is the key
July 9, 2008 by Todd Miller · Leave a Comment
Over on Revenews, Jeff Molander has posted an article which I think anyone performing marketing on the Internet should read. The essential point is authenticity, “being real” and trust are the cornerstones to building a community around your marketing and your brand. It is a way of reaching customers who are increasingly unresponsive to tradition marketing approaches. Promotions that feel ‘forced’ just don’t cut it… anyone remember WalMart’s MySpace knock-off, “The Hub”? Fortunately, it was put-out-of-it’s-misery 10 weeks after launch… in spite of the money thrown at The Hub, no one believed it, because it wasn’t ‘real’. Authenticity is the key.
