Trust has become increasingly difficult to obtain lately, especially in the digital marketing professional space.

Many factors play a role in this, but it all comes down to the authenticity of your work. Because of the widespread use of AI and unlimited access to information, audiences are becoming increasingly wary of new and unknown products. This heavily impacts many industries that rely on trust to provide their service and attract new consumers.

One of the most impacted industries in this matter has been online casinos. This is because it is a very saturated space with many new prospects each year. For consumers while having a wide selection of platforms is positive it can be difficult to asses the trustworthiness of a single one. As a result, services such as GOLDEN GRAND are showcasing their authenticity through digital marketing, thus building trust with new consumers. The success of such endeavors has proven that consumers crave authenticity and that it is a crucial aspect of digital marketing. So join us as we explore the modern world of digital marketing and why trust matters so much.

Why Consumers Crave Authenticity 

Authenticity has become an essential part of any successful business and its marketing strategies. One of the driving factors behind this has been ad fatigue, as consumers are exhausted from targeted marketing messages that don’t stand out. Then, there is the sea of fake and forced reviews that have broken the trust of so many consumers. Finally, there is the overuse of artificial intelligence by corporations with no regard for accurate information. All of this has created a field where audiences are sick of the same old routine, and instead, they are searching for something authentic.

This has sparked many companies that have identified these trends to take a step back and behave like people once again. By returning to their roots, these brands become more authentic and manage to tell a story, admit mistakes, and effectively communicate. Through this resonance with their clientele, they foster trust and grow their brand equity over time. 

Key Traits Of Authentic Digital Marketing

Most brands improve their authenticity by adjusting their digital marketing. Authentic digital marketing doesn’t rely on set formulas and trends but instead relies on three distinct traits: 

• Transparency: Brands that can openly communicate their values and beliefs tend to more easily gain trust and respect. By honestly portraying their message with no manipulation, consumers see that the brand has nothing to hide. If brands stick to their message, it is the best show of authenticity and openness. 
• Consistency: It is incredibly important for brands to be consistent in their voice, visuals, and values. By unifying their service, they establish a grounded and trustworthy reputation that makes them stand out. Think of companies such as Ryanair and their comedic shenanigans. This makes them not only relatable but easily identifiable, even if you can’t see a logo on the image or post. 
• Relatability: For companies, it is essential to understand their audience and show them the human side of the brand. By taking the time and assets to showcase their employees and values, the brand becomes more approachable. Even large companies do this by aligning themselves with celebrities with clear messages. This allows consumers to connect with people instead of a faceless entity and logo.

By combining these traits, companies can establish clear and recognizable profiles of their business. This will improve authenticity and, over time, allow companies to set themselves apart in their niche. As they become more recognizable, the importance of sticking to their core beliefs will be paramount. 

Authenticity Across Channels

However, authenticity is not a one-way street and is not limited to one format or platform. Authenticity must be closely integrated into every point at which the customer can interact with your business. On social media, authenticity comes from raw and unfiltered truth through posts. By sticking to a central theme, brands can build trusted communities just by showcasing real reviews and content that consumers enjoy.

On the other hand, websites showcase authenticity in a completely different way. They prioritize the user experience and work to be straightforward with their products, no matter what they are. For example, skincare brands that directly show the ingredients they use and avoid marketing fluff for honesty perform better. This is because they don’t cut corners and are proud of their product and show it, gaining the trust of consumers.

In today’s world, influencer collaborations and effective alignment can determine the success of a brand. Partnering with influencers who genuinely use and find the product good creates a sense of shared values. This not only improves the business’s trustworthiness but also that of the influencer or celebrity as well. Brands such as Gymshark excel in this as they carefully choose creators and athletes that resonate with their message. As a result, the brand has become and maintained its spot at the top of fitness clothing.

The risks of faking authenticity

Naturally, not all attempts at authentic digital marketing are successful. This usually occurs when brands try to take shortcuts and aren’t fully honest with their ideals. This manufactured authenticity looks very disingenuous and opportunistic. As a result, it can tarnish a brand’s reputation and trust with its consumers.

One of the most infamous examples of this was Pepsi’s ad featuring Kendal Jenner. What was initially meant to portray solidarity with social movements was executed poorly and trivialized real protests. The advertisement immediately faced backlash, highlighting the danger of using serious issues to foster authenticity. This is one of the best examples of consumers being quick to detect inauthenticity and a selfish attempt to gain trust in a disingenuous way.

Building Trust Takes Time

As time goes on, authenticity will only become more prevalent in the world of digital marketing. This will result in companies that have consistently stuck to their ideals and message to thrive. Ben & Jerry’s is one of the best examples of this, as the company has had a clear message on climate change, refugee rights, and so many other impactful topics. By integrating their beliefs into their operations through hiring and donations, they have showcased their honesty, care, and trustworthiness.

This showcases a clean trend that will follow the realm of digital marketing. Authenticity has become more than a tactic; it’s an essential commitment from every business. While it may take time to establish and build trust, those who prioritize truth over fake polish will stand out simply because they are real.