5 REASONS WHY PEOPLE DON’T TRUST MARKETERS
22 April 2024
Written by Omneya Nabil
“Oh, you work in marketing? You’re one of those people we can’t trust.”
That’s what my friend’s friend said when I mentioned I was a marketer.
Disappointing, eh?
As marketers, our goal is to shape narratives, influence opinions, and drive action.
However, despite our best intentions, the marketing profession often has a less-than-stellar reputation. Thanks to those few who managed to ruin it.
So, when did marketers get this bad reputation? Let me tell you when
So, when did marketers get this bad reputation? Let me tell you when.
- When we stopped listening to our audience and insisted on one-way communication.
- When we decided to bombard people with repetitive, irrelevant messages—right, left and centre.
- When we threw privacy out the window and kept looking for new ways to collect and use data (and made it difficult for people to opt out).
Not enough reason? Here are five more reasons why people don’t trust marketers.
1. Overpromising and underdelivering
Some marketers resort to exaggerated claims and flashy promises to capture attention and drive sales. When these promises fail to materialise or meet customer expectations, trust is lost, and brands suffer.
2. Lack of transparency
Transparency is the cornerstone of trust in marketing. Yet, some marketers engage in deceptive practices, hiding fees, burying important information in fine print, or even straight out lying to manipulate consumer behaviour.
3. Spammy tactics
Some marketers resort to spammy tactics such as unsolicited emails, pop-up ads, and aggressive sales pitches, which can annoy and alienate consumers rather than engage them.
4. Lack of authenticity
Some marketers struggle to communicate genuine brand messages, resorting instead to scripted or forced content that feels insincere to consumers.
5. Prioritising quantity over quality
Some marketers prioritise quantity over quality to improve metrics, such as clicks and impressions. Consequently, they flood the market with low-value content that fails to resonate with their target audience.
Over to you. Do you trust marketers? Why or why not? To join the conversation, head over to the original post on LinkedIn.