AI, VR, chatbots, algorithms, big data — these are no longer just catchy marketing terms, but an integral part of our everyday lives. How much room will there be for human factors in the future marketing strategy?
1. Artificial intelligence is beginning to become such a massive and powerful tool that it invisibly transforms and influences our decisions and activities: not only our online searches but also our online purchases, social media user experiences, and customer service interactions.
2. All of this can be observed in almost every industry, but it has a particularly significant impact in the field of marketing, as targeted advertisements, personalized offers, and automated customer support increasingly rely on the algorithms of robots and 3. artificial intelligence. 4. The theory of the "dead internet.".
5. There exists a conspiracy theory that claims the internet today mainly consists of bot activities and automatically generated content, shaped by algorithmic collections and categorizations to intentionally manipulate the population, thereby minimizing real human activity.
6. This theory emerged around 2016 — well before ChatGPT and similar language models, when Donald Trump won the presidential election of the world's largest superpower, the USA, by purchasing vast amounts of internet data and profiling based on it.
7. If this theory contained at least a small crumb of truth back then, it has now significantly swollen; one could say the crumb has turned into bread, as more and more bots — which otherwise present themselves as real people — manipulate Google search results, Facebook news feeds, or X comment sections. Just think about it, the number of likes appearing under posts, the ratio of positive/negative.
8. emojis, 9. the number of views, or 10. written reviews 11. all wield considerable power over people's perceptions, thus prompting action as well. 12. Therefore, it is no wonder that credibility is playing an increasingly important role.
13. But how can our marketing activities be built on credibility, integrity, and reality?.
14. Credibility as one of the most important marketing tools.
15. In the online world, credibility has gained significant importance, as consumers are becoming increasingly aware and demanding regarding brands,
16. promotions, 17. products, and services., 18. With the spread of social media, online reviews, and blogs, buyers are continuously informed, which, while providing a breeding ground for manipulation, has made transparency and honesty one of the cornerstones of successful marketing.
19. If a company cannot communicate credibly, it can easily lose the trust of consumers, which can lead to a long-term deterioration of the brand's reputation.
If a company is unable to communicate authentically, it can easily lose the trust of consumers, which can lead to a decline in the brand's reputation in the long term.
A good example of this from Apple's product range is the iPad Air. The term „Air” suggests that this model is the thinnest and lightest iPad, which is „almost as light as air.” However, upon closer examination of Apple's product offerings, the iPad Pro models surpass the iPad Air in several aspects, including thickness and weight. This raises the question of how authentic the „Air” name is within the current product range. Conscious consumers who thoroughly research the specifications will notice this contradiction, which can diminish the credibility of the product or the brand.
To maintain credibility, brands must communicate honestly about the advantages and limitations of their products. For example, if the iPad Air campaign emphasized the device's other benefits, such as value for money, instead of the „Air” concept, it could strengthen credibility. Consumers appreciate it when brands realistically present the strengths of their products without making misleading claims.
Honest communication can even be a competitive advantage
Credibility built into marketing processes increases consumer engagement to an unprecedented degree and builds trust in the brand over the long term.
Another effective way to strengthen credibility is for brands to put a human face and their own story behind them, thereby creating a more personal connection with consumers, who in turn are more likely to bond with a brand whose values and stories are similar to their own.
A good example of this is the stock market, the advertising industry, or the horoscope, where people are generally more cautious, as there are many brands that have built their business solely on exploiting customers — thus, having a human face can be particularly useful in these industries, adding credibility to the brand.
When real people and personal experiences stand behind a brand, it enhances transparency and credibility, as consumers may feel that the company is not just a profit-driven entity, but a community that considers their needs and values as well.
Overall, credibility is therefore key in the world of online marketing, especially when consumers are informed, vigilant, or quickly notice contradictions. Companies today must employ strategies that are based on honest and transparent communication, thereby ensuring customer loyalty and trust in the long run.
