There is no doubt that the marketing sector requires transparency. It is necessary to know how to communicate in the best possible way with consumers and clarify, from the beginning, what are the proposals, the actions that are carried out and, mainly, the results achieved. Vitor Peçanha Mar 3, 20 | 8 min read transparency in marketing However, in the day-to-day market this is not a reality. It is common to find professionals who, instead of delivering consistent results, end up making big promises and keeping the client only through dialogue, which undermines the transparency of marketing that we talk so much about. So that you understand what transparency in marketing is, its benefits and what are the mistakes that you may be making in your company, we have prepared this complete content.

Keep reading! Why is transparency in marketing so important? It is undeniable that the market has changed. When we think of the first industrial revolution, we remember Fordism with its company-driven production and sales. The phrase “a customer can have his car the color he wants, as long as he wants it to be black”, became famous and is a clear example of who dictated the market demand: the company. Today, Honduras WhatsApp Number List the demands are different. Customers want personalization , segmentation, and they expect companies to treat them differently. That is changing the game. When it comes to transparency in marketing, the logic is the same. We must give consumers what they need and want, and transparency is the best way to increase that trust between the customer and the company . A good example of this model is John Legere, CEO of T-Mobile. The professional adopted a transparent approach to marketing in his company and reaps excellent results. John often shares thoughts and opinions, unfiltered, on his social media , responds to posts, remains available at events, and communicates with the public honestly and directly. It even goes beyond his professional life, he also shares part of his personal life on the networks. But how can this help a business?

The answer is simple: humanization of the brand . When John Legere does this, he allows the company to connect with consumers in a deeper way, creating a relationship through their beliefs, values ​​and routine. This attitude generates much more confidence. Transparency is about honesty Becoming a more transparent company may seem complex, but the path is quite simple, just be more accessible. Consumers are increasingly interested in engaging with brands that give them access, the brand itself, the product, and the people who support the company . Rock Content is one example. If you analyze the social networks of the company, you will be able to see the daily life of the employees, as well as their shared ideas. This generates connection: it makes the person, be it a client or someone who wants to work in the company, create a bond of affection and trust with the business. However, you must have a filter: the success of transparency lies in the ability to separate “being transparent” from “excessive sharing.” It is necessary to evaluate the social context and the moment in which we live to know what should or should not be shared, taking into account the criteria of transparency.

The most common mistakes of transparent companies Transparency is about sharing information and working in the clearest, simplest and most direct way possible. We know that this care helps to create a relationship of trust and, without a doubt, increases the profitability of the business through more loyal and committed customers. But, and when does this go wrong? Many companies try to develop their transparency in marketing, but end up making some of these mistakes. For that reason, attention to detail is essential. 1. Not understanding the subject The first mistake is not correctly understanding the topic that is being addressed, and this can happen both at the time of sale – when, in the case of a B2B company, for example, a service is sold that does not have much control – as in the moment of sharing a little more personal information to create that bond with the audience. The company must know exactly what it is talking about and address the issues appropriately, avoiding possible information and communication gaps. 2. Lack of transparency-oriented processes To work on transparency in marketing, it is necessary to have processes.

The exchange of information, whether professional or personal, cannot occur in a random and poorly planned manner. It must have a purpose. To do this planning, you must have clear and well-defined processes so that everything works. Even today, it is not difficult to find companies that do not have well-defined processes, and this can hurt companies. Therefore, if the company wants to work on its transparency, it must carefully evaluate its actions and define strategic processes for its business. 3. Creating false expectations The creation of false expectations is also a very common mistake in the market, which must be analyzed and avoided. In the world of marketing, many companies work their communication with the customer according to their promises and expectations. Unfortunately, we know that these expectations do not always match the reality and possibilities of the business, which can frustrate customers and create a feeling of deception and failure . Thus, if the company really wants to develop its transparency in marketing, it must know how to be honest with its consumer, directly and sincerely, without creating illusory expectations just to make a sale. 4. Lack of communication with the public Lack of communication with the public is another mistake related to transparency in marketing, and it is not uncommon for companies to make it.

Many companies still don’t know how to communicate with their consumers and end up failing. It is necessary to create a clear, differentiated and personalized communication process. For this, it is important to know the audience, find out what is the most appropriate language to speak with them and create a close and direct communication routine with consumers. Differences between transparency in B2C and B2B marketing There are several differences between the B2C and B2B markets . When we focus on end consumers, marketing strategies occur in one way, but when it comes to business-to-business business, communication happens in another. When the issue is transparency, the rule also applies. B2B Marketing Investing in quality communication in B2B companies is essential. Business opportunities are growing more and more and the entrepreneur needs to be vigilant. The number of new companies, mainly micro and small ones, has tripled in the last ten years. Transparency in marketing for B2B companies takes into account specific factors. A communication between companies must demonstrate that, in addition to its statistics and efficiency, your company is also trustworthy .

After all, they are looking for a partner company that they can count on. Thus, if you are from the B2B segment, consider: explain statistics, whether good or bad; communicate directly throughout the purchase day; recognize the shortcomings and limitations of your company; Be honest, both at the time of sale and when being accountable. B2C Marketing Transparency in marketing in the B2C universe is a bit different. This strategy is based on helping consumers understand the qualities of its products and services, as well as demonstrating that it is an ethical and humanized company . Therefore, in this model, transparency in marketing must consider a communication that:convey security to consumers; present the benefits of your products or services; be accessible and allow the customer to communicate whenever they need it;share the causes the company embraces; be humanized. Successful cases: brands that knew how to use transparency to their advantageMayple Mayple, a hybrid technology solution, seeks to develop quality solutions to simplify the administration of marketing services and allow professionals to have greater control over the actions that are being taken, thus ensuring high performance and transparency in the services they provide. Manages for B2B companies. The organization has created an algorithm using artificial intelligence that allows companies and marketing specialists to connect according to the needs and experience of professionals in the specific sector and niche of each business. This solution has created a perfect fit among marketers.

Mayple provides a complete structure so that good performance is possible. The company offers B2B marketing materials and other tools so that brands clearly know that their B2B customers are walking towards success, through a process of transparency and objectivity, delivering exactly what the company needs. McDonald’s McDonald’s is a company that constantly receives questions and faces myths and misinformation about the foods and ingredients it markets. In a campaign for McDonald’s in Canada, the company has worked the opportunity to put an end to doubts and rumors about its products and the origin of its food. The campaign began in late 2014 and received more than 42,000 questions from consumers about the company and its products. These questions had more than 3.8 million viewers, who accessed their pages and content to accompany the answers. In addition to this action, which opened the doors to communication between consumers and the company, McDonald’s also shared videos showing the interior of the meat processing factory, showing how its hamburgers are made.

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