DIGITAL AND SOCIAL MEDIA MARKETING

Marketers are facing a variety of challenges in the digital and social media world. Number one? Keeping it real. Customers are savvy enough to sniff out the inauthentic. From product claims to customer reviews, from product placement to brand vigilantism, being true to one's brand is becoming a more and more complex proposition. In a consumer-centric marketplace, where you are accountable not only to your customers but to everyone who can view information about you on the internet, maintaining authenticity seems like an impossible task. In this book, Nathalie Collins introduces a concept designed to help marketers flight-check for authenticity: the 360 Degree Authenticity framework (360da). Based on research from philosophy, psychology, anthropology, marketing and tourism, 360da is a tool marketers use to step through scenarios: sniffing out inauthenticity before it goes public. 360da is illustrated in this book specifically focusing on digital and social media marketing, with best/worst case scenarios as illustrative examples of where marketers go right (and wrong) in the process. Once you've read this book you will be able to: * understand the different definitions of authenticity, and why they are all true, all important and all relevant to your marketing strategy; * better determine when to 'go with your gut' and when to develop a more strategic approach * apply the 360da tool as a flight check before embarking on a campaign or a post-mortem to see where you went right (or wrong); * communicate with yourself and others in a more authentic way, delivering an enhanced sense of value in everything you do; * evaluate the authenticity in campaigns and communications around you, generating an advantage in your analytical and strategic marketing skills and maybe getting ahead of the competition.