In the Internet 3.0 era, efficient use of online hyper-connectivity tools is no longer enough to create valuable relationships with new customers.
Users are maturing, and an increasing percentage of them regard issues such as privacy and personalisation of their online data as indispensable standards for the selection of brands and companies with which to access and consume their services.
Given its importance, let's take a look at some of the highlights of this trend, as well as a practical guide to implementing it in your brand's advertising campaigns.
What is Transparent Digital Marketing?
The privacy and control of users over their own data, and the permissions they grant for its use by companies, be it in advertising, access and/or campaigns, is thus the key factor in what has come to be known as transparent digital marketing, or transparent digital marketing (TDM).
As we know, in the world of digital marketing more than any other, information is power.
We regularly handle a lot of confidential information in the course of our work, which is, to say the least, a matter of care. We may have at our disposal personal data of our clients, such as:
- Where you live
- Your work
- Your age; and/or
- Their tastes and habits online.
Beyond the ethical issues of these situations, the truth is that what has changed the most for modern consumers is that they now fully understand that this potential is there and is often used by companies.
They therefore come to understand that such use must necessarily have as a counterpart the power of each of them to decide whether or not to share their data with companies; and then how, when and why to hold them accountable for their non-consensual use.
This is where the transparency.
Why is transparency important in digital marketing?
Transparent digital marketing removes the misleading corporate veil, demonstrating greater honesty to people as well as trust in the use and view of their data behind the corporate curtain.
Being that when your customers feel that they really know what information you have and how you use it, they also feel that they will be more likely to trust your brand.
Transparency shows that it can be trusted
When your brand is transparent about its marketing and data use practices, you demonstrate to your customers that your operations can be trusted.
At the end of the day, the more you maintain good marketing practices in data management, the fewer resources you will have to devote to maintaining your reputation and the trust of your customers. In other words, you don't have to worry about risky practices, as these have no need to be hidden either.
Transparency with customers and customer loyalty go hand in hand.
TDM gives your customers the certainty of being part of an inner circle, where they can feel safe to consume products and services, sending the message that your brand takes them seriously.
As noted by Label Insights In addition, 94% of consumers said that transparency inspires them to stay loyal to brands, while 75% said they were happy to pay for more services and products from fully transparent companies.
How to be more transparent in my marketing strategy?
1. Make information (and assistance) accessible
Give your customers a way to open a dialogue with you if they have unique questions or concerns for which they are unable to find answers, trying as much as possible to respond to requests for information frankly, quickly and politely.
2. Use and share analysis
As companies such as Facebook, LinkedIn and even Twitter have been doing, give your customers the opportunity to be part of your efforts by giving them access to your strategies and using the data to see how effective they are.
3. Allow your customers to opt in by being accommodating.
Choose the wording of your subscription messages - such as emails, newsletters and advertisements - with care. Always try to be polite, elegant and friendly.
4. Maintain an active social media presence
This means not only being as active as you can on Facebook, Twitter and LinkedIn, but also using your feed to share promotions, company news, current industry trends and interacting with curious customers or clients who comment on your posts, listening to their concerns and interventions.
An active presence on social media lets people know that your brand or company is available and interested in what they have to say.
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