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Digital Concept: Authenticity, Part 2

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Marketing no Universo Digital

Universidade de Illinois em Urbana-ChampaignUniversidade de Illinois em Urbana-Champaign

4.7 (5,508 classificações) | 230K alunos inscritos

Curso 1 de 7 no Marketing digitalMarketing Digital Programa de cursos integrados

Este curso analisa de que forma as ferramentas digitais tais como a Internet, smartphones e a impressão 3D estão revolucionando o mundo do marketing, ao transferir o poder de pressão das empresas para os consumidores. O Marketing em um Mundo Digital é um dos cursos mais procurados no Coursera e já atraiu mais de 100.000 alunos. De acordo com o website Central.com, este curso é também o que possui a qualificação mais alta dentre os cursos online de negócios do mundo. A NC Magazine classificou este curso como um dos "10 mais bem atualizados cursos online para profissionais em 2015". Este curso é parte do iMBA oferecido pela Universidade de Illinois, um MBA flexível e totalmente credenciado, tendo um custo incrivelmente competitivo. Para mais informações, consulte a página de recursos deste curso ou o site onlinemba.illinois.edu .

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Habilidades que você aprenderá

Marketing, Digital Marketing, Marketing Mix, Pricing Strategies

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4.7 (5,508 classificações)

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HA

Aug 31, 2018

Excelent course.\n\nThere is a lot you will learn here, so many unexpected things. What I like the most is that the examples are took from real experiences.\n\nAlso everything is clearly explained.

AN

Jan 18, 2017

Great! This first course is an awesome introduction to the digital marketing world. It will change your mind and will open your eyes to show what it's already happenning and you didn't realize yet.

Na lição

Digital Tools for Persuading Customers to Buy Your Products

How are products promoted in our digital world? In this module, you learn how new digital tools are enabling customers to take a more active role in promotional activities.

Digital Concept: Authenticity, Part 110:33

Digital Concept: Authenticity, Part 28:21

Ministrado por

Aric Rindfleisch
John M. Jones Professor of Marketing

Transcrição

>> Now let's take a look at some academic insights.

The topic of authenticity has become quite popular

in recent years, thus there was quite a lot of research

on this topic and lots of studies we could examine.

I'd like to focus on two recent

and very interesting studies in this domain.

The first study was published in 2014 in the Journal

of Marketing Research; this study was conducted

by two professors at Yale University and contains a series

of experiments that examine how the authenticity

of your product's origin impacts consumer behavior

and perceptions.

For example, in one of their experiments,

they examined perceptions of Levi Jeans

across two groups of participants.

Both groups were first shown a photo of Levis Jeans.

The first group was told that these jeans were made

in Levis' original factory in San Francisco, California,

while the second group was told that the jeans were made

in a newer factory located outside

of the U.S. These researchers found that the participants

in the original factory group rated the jeans

as more authentic and willing to pay more for them compared

to the -- compared to those in the newer factory group.

The results of this study suggests

that authenticity is affected by the way a firm promotes

and represents its products to their consumers.

It also shows that consumers are willing to pay and to pay more

for authentic products;

this perhaps also provides some insights

and tell why Apple promotes its products

as being designed in California.

The second study was published in 2015

in a journal called The Review of Marketing Research,

I think it was a really fascinating paper;

in this recent study, a group of marketing scholars

at Western University in Canada conducted a series

of examinations about brand authenticity.

Let's discuss two of their studies.

In the first study, these scholars examined --

they asked 100 participants to identify brands

that they feel are inauthentic

and then provide reasons why they feel this way.

The results of this first study revealed

that there are two key factors

that make brands seem inauthentic.

These two factors are, first of all,

imitation and second, mismatch.

I'll explain each of these.

Imitation occurs when a brand is seen as copying another brand;

for example, several of the participants

in the study viewed the clothing firm, American Eagle,

as simply a cheaper copy,

a knockoff of Abercrombie and Fitch.

Now let's take a look at the second concept, mismatch;

mismatch is when a brand's projected image doesn't

match reality.

For example, several participants in the study said

that Martha Stewart's image

as a perfect homemaker doesn't really match the fact

that she is in actually, a convicted criminal.

Now that we've examined these academic insights,

let's take a look at some practical things

that firms can do to leverage digital authenticity.

First of all, perhaps most importantly, just be yourself.

The American actress Judy Garland once said,

be a first rate version of yourself,

not a second grade version of someone else.

This is good advice.

Indeed, psychologists tell us that people who are true

to their inner self are typically happier

and feel more fulfilled than those trying

to be something that they're not.

The same principle also applies to firms.

Companies that are true to their heritage

and their current reality are most likely to be viewed

as inauthentic and as a result, should be more likely

to obtain [inaudible] responses from their customers.

In contrast, firms that try to imitate others

or present their brands of something that they're not,

often find themselves in trouble.

For example, McDonalds has got into trouble by trying

to portray itself

as a restaurant full of healthy choices.

As recently noted by Carlos Garcia, the CEO of Nobox,

which is a digital consulting company,

consumers can smell inauthenticity.

Number two, be consistent.

Once a firm tells its authentic story, it needs to stick

with its story, even if it seems unpopular at times.

For example, during the recent Great Recession,

many Americans cut back

on making large discretionary purchases.

As a result, many companies responded to the recession

by offering discounts

or offering lower priced versions of their products.

In contrast, the American motorcycle company,

Harley Davidson, responded in a different way,

they actually responded to this challenge

by reinforcing its image as a symbol of freedom and rebellion

and through their ads, told Americans --

and this is their quote -- fear sucks and doesn't last long,

that's a great example of authentic response.

Authentic promotions also need to present a consistent story

across all of its different promotional vehicles,

both online and offline.

For example, Stella Artois consistently conveys its story

as a Belgium beer that was founded way back in 1366 --

sorry -- 1366 across all of its platforms, including television,

commercials, social media postings, its web page

and even on its bottle.

This is important because inconsistent stories confuse

consumers and often make them suspicious

and suspicious customers are never a good thing.

Three, admit your mistakes.

Another part of being authentic is being able to admit

when you're wrong, when you've made a mistake.

For example, Dominos Pizza publicly admitted

that its pizza wasn't very good

and that they were working hard to make them better.

So for example, they created a series of ads and videos

that showed actual people trying their pizza;

this campaign was a great success

and helped Dominos increase,

both its revenues and also its profits.

Indeed, firms that admit their mistakes are most likely

to have this mistake made public by someone else.

If that occurs, this mistake becomes much more embarrassing

and more costly in the long run.

For example, after United Airlines refused to admit

that they broke his guitar, the Canadian musician Dave Carroll,

wrote a song about this incident;

the song is called United Breaks Guitars.

He released this song on Youtube;

this video has received nearly 15 million views

and has resulted in substantial embarrassment

for United Airlines.

Fourth and finally, use your customers.

One of the key themes throughout this course is the role

of digital tools in transforming customers and passes recipients

to active participants in the marketing process,

thus firms can employ the help of their customers

to both crafts and also communicate authentic

promotional campaigns.

A good example of this is Jones Soda, its customers create all

of its company's promotional videos,

thus these ads are inherently authentic

and also have the advantage of being completely free.

Well, those are my thoughts about digital authenticity.

I'd like to hear your thoughts about this fascinating topic

and also your examples.

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