Struggling with Data Driven Marketing?
Struggling with Data-Driven Marketing? Focus on Authenticity Instead for Effective Campaigns
What consumers crave is authenticity. Approximately 85% of consumers, and 90% of Millennials, say that authenticity is important when deciding what brands they support. Meanwhile, most consumers believe that less than half of brands actually create authentic content and a third of Millennials have unfollowed a brand because of inauthentic content.
So, how can companies meet the challenge of providing authentic marketing content?
A significant majority of consumers believe that user generated content is the most authentic and have an uncanny ability to expose company-produced content masquerading as consumer generated seven out of ten times.This should come as no surprise, since word-of-mouth has long been one of the most effective forms of brand promotion.
Customers are almost twice as likely to trust and buy from a brand that has been recommended by a friend, and each word-of-mouth impression results in five times as many sales as each paid media impression.It should come as no surprise, then, that the most effective media campaigns use consumer-generated content to simulate word-of-mouth marketing and create genuine word-of-mouth buzz.
Take as an example a recent Onstack project to encourage voter turnout in Georgia. As part of the project we invited students at Clark Atlanta University to record videos using the Onstack platform about why they were voting. We then uploaded the videos to Facebook with a simple caption and targeted the posts right back at students from Clark Atlanta University.
With virtually no creative input on our part, we created an effective marketing campaign that came as close as possible to organic word-of-mouth advertising. We empowered students to tell their stories to their peers and did as little as possible to package the message, so that it was clearly authentic and spoke to the students as powerfully as possible. The campaign outperformed 90% of similar ads according to Facebook, with a budget-friendly $0.07 cost-per-click.