Today’s consumers can spot forced corporate speak and contrived messaging in a hot second. Whether it’s a retail store publicizing its screw-ups and asking for forgiveness or fast food chain being real about its ingredients, sophisticated buyers crave authenticity. They want to trust the brands they choose to engage with.
A recent report revealed 96 percent of marketers believe that personalization helps advance customer relationships. As a result, marketers have rushed to create monthly editorial calendars to fill the air with “personalized” content that puts their brand front and center in an authentic way consumers respond to.
