In the past, marketing and advertising have been portrayed as a cunning business to lure in potential buyers. With little known about a product or company, it was easy for marketers to put up a luminous facade in the face of consumers.
However, as technology revolutionizes and consumers’ wants and needs are at the center of all marketing efforts, the need for transparency is invaluable to the brand-consumer relationship.
A company is said to have transparency when there is a large degree of knowledge about that company available to the public.
With the rising technological advancement era and increasing access to public information, companies are inevitably receiving more input from third-party members. People continually question how a business is run, a product is produced, or a service is provided. Now more than ever, the outside public has a voice – and that voice has the potential to reach a large audience through the Internet and social media.
Because of the increasing knowledge and empowerment of consumers, transparency in a company is vital. In order to effectively embody an entirely people-based marketing approach towards publicizing your business, you need to put honesty first.
When companies make themselves appear more polished than they actually are, they will never gain the credible brand image that they would otherwise gain through being open about their business.
Know the Limits
While it’s obvious that companies can heighten their credibility through honest and respectable actions, they do not need to disclose any and all information to the public.
Companies can still include privacy in their practices and remain a reliable business partner. For example, there are many laws regarding employee privacy as well as laws forbidding the disclosure of confidential business information.
It’s just as important to ensure the limits and security of such laws as it is to understand that transparency centers around honesty. By incorporating these transparency values and keeping honesty at the heart of your business relations, your company will see growing amounts of respect.
This concept of transparency relates back to the increasing focus on people-based marketing. People appreciate honesty within a business. When marketing efforts are entirely people-based, your company will value transparency not only to understand its consumers better but also to build trust within those brand-consumer relationships.
Not only will the public value your honesty within your personal business relations, but they will also appreciate the fact that you uphold their own privacy measures as well. You need to begin making people’s privacy a priority.
Within people-based marketing, your company is exposed to a large array of information about just a single user. Only by collecting the extensive amounts of user propensities and internet logs can we fully detail a consumer to properly implement people-based marketing. This constant stream of user knowledge may make some of the public wary about Internet usage. As a result, many people already opt to turn off cookie tracking within their computer usage.
As a company, you need to ensure that your people-based marketing efforts are entirely focused around the preferences of the consumers – including privacy. Information shared in device links is only used for the benefit of first party data. Reiterate how much you value transparency to your customers.
Lay out how you will be gathering their personalized information clearly and the means in which you will use the information to ensure that your customers’ user habits and tracking identifications are in safe hands.
Give Your Customers What They Want
People want transparency. If you are looking to successfully integrate a people-based marketing approach into your business approach, transparency needs to be a priority and commitment. Make honestly a primary value of your company and bring your consumer’s privacy to the forefront of your marketing executions.