Marketing
Why bet on authenticity?

It is impossible that you missed the recent scandal involving data confidentiality. Now, as we are sharing this article on data wars, user confidence is falling and represents one of the biggest challenges of 2018.

Brands that prioritize user well-being and social unity are going to be perceived as companies of the future. Between authenticity, positivity, honesty, transparence or even humanity, many terms coexist with professionals showing that authenticity is the new trend.

Utopia agency shows there is a strong correlation between positivity level and the intention of buying. If a consumer perceives a brand in a positive manner, there will be 2.4 more chances of a consumer purchasing the product than if a buyer didn’t perceive a brand positively. A study shows customers with a higher score on perceived positivity have a 29.7% higher intention of buying, and those who have lower perceived positivity score a -18% on intention of buying.

Guénaëlle Gault, Global Digital Head at Kantar Public expresses his views on the subject:

« What unites all french people, is the similar desire, same want, a movement towards the more natural, ethical, simple… in one word, more authenticity to find and face a world that is missing it ».

Transparence of the know-how

To engage its consumers, building a trusting bond with them and linking it to the brand, is in the enterprise’s best interest. They must communicate on where their products come from, its production line, or even how they function internally. Storytelling represents a crucial technique to get the customer involved with the source.

Passionate people, not just users

Today, it is primordial for a brand to employ passionate brand advocates because they will be the first ambassadors. Cultivating employee advocacy, brands show that they want to supply their clients not just a service or product but a true experience.

A human dimension, higher than the superficial

To show yourself on a more human level, to be closer, accessible, to listen to the needs and desires of your consumers is crucial. Those are values that Letsignit stays true to and that help us determine the true needs of our customers. This is useful to us because showing authenticity is synonymous with high self and public expectations. Using digital tools proactively allows us to portray ourselves in the best of ways. So don’t hesitate to show us your story now !

 

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