If it seems like digital marketing is becoming more profitable by the day, that’s because it is. With companies having to adapt to the changing world in the wake of the COVID-19 (coronavirus) pandemic, working with a digital marketing agency that knows how to reach customers is critical. The expectations of consumers have changed drastically over the past few years. Building a strong relationship with consumers has always been an essential part of building a successful business.
Now, they are looking for a digital marketing strategy that prides itself on trust and transparency. There are a few reasons why transparency is critical to the success of any digital marketing campaign.
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This is best exemplified by what has happened during the COVID-19 pandemic. While there are countless stories of individuals and businesses stepping up to provide assistance to their local communities and the rest of the world, there are also companies that are looking to capitalize on people’s fears and paranoia.
Take, for example, the businesses that are looking to gouge individuals and companies on products that are in high demand such as N95 masks, hand sanitizer, toilet paper, and ventilators. Businesses are behaving unethically, and these practices are horrible for the rest of the world.
Consumers have learned to be wary of these practices. Even though these few instances of price gouging are not going to have a long-term impact on the business world, consumers are going to remember these companies down the road. They are highly unlikely to trust these companies ever again, essentially blackballing them in the business world.
Instead of trying to capitalize on the fear of others, businesses need to be as open with their consumers are possible. Sure, it is fine to try to capitalize on the suspense and excitement of a new product or service; however, companies need to be extremely careful not to engage in secrecy or deceit, especially at the expense of valued customers.
This happens when marketers try to withhold or misrepresent data the is otherwise essential to the customer. Companies need to build long-lasting, loyal relationships with their customers. This starts by being upfront from the start. For example, a recently published survey showed that the overwhelming majority of customers want to see transparency in their marketing.
This breeds feelings of trust and credibility. This is precisely what happened when the popular fast-food chain McDonald’s decided to answer the questions of customers directly. This led helped dispel rumors while boosting the credibility of the company.
Now, companies are starting to ask how they can become more transparent with their customer base. First, it is crucial to let the customers in and show them the human side of the business. Customers want to know who they are dealing with.
Next, show the customers how the process works. Talk to them about how products and services are researched, developed, and sold. Remove any potential for miscommunication. Finally, share data and analytics with the customers. This will show them that their personal information is protected.
In the modern era, marketers must breed feelings of trust and credibility with their customer base. This requires being as open and transparent as possible. A digital marketing agency knows how to make this happen. This will give companies an edge in a hyper-competitive, global landscape.
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