{"id":3484,"date":"2022-09-14T01:56:47","date_gmt":"2022-09-14T05:56:47","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/09\/14\/faking-bad-why-marketers-need-to-maintain-standards-in-a-post-truth-world\/"},"modified":"2022-09-14T01:56:47","modified_gmt":"2022-09-14T05:56:47","slug":"faking-bad-why-marketers-need-to-maintain-standards-in-a-post-truth-world","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/faking-bad-why-marketers-need-to-maintain-standards-in-a-post-truth-world\/3484\/","title":{"rendered":"Faking Bad: Why Marketers Need to Maintain Standards in a Post-Truth World"},"content":{"rendered":"\n

By Ben Bush, Partner and Head of Strategy at The Frameworks<\/em><\/p>\n\n\n\n\n\n

When was the last time you realised someone had lied to you?<\/p>\n\n\n\n\n\n\n\n

It\u2019s a horrible feeling, that dawning realisation that someone you rewarded with your trust felt able to betray it. They may have felt they had good reason,\u00a0but it\u2019s hard to recover from the erosion of trust that a lie will bring.<\/p>\n\n\n\n\n\n\n\n

Sadly, we live in a world where lies are increasingly a way of life. Certainly there\u2019s a host of politicians and commentators who feel they can say basically whatever they want without any repercussions.<\/p>\n\n\n\n\n\n\n\n

Just because standards are falling in other walks of life, though, that\u2019s no excuse for marketing to follow suit. Ironically, in an industry defined by invention, we need to stay on the right side of truth and not let creative storytelling stray across the line into out-and-out lying. Not just because we\u2019re a professional business service, but because building and maintaining trust is so fundamental to what we do.<\/p>\n\n\n\n\n\n\n\n

Strong marketing is built on clarity and authenticity, and there\u2019s a big opportunity for an industry known for spin to step up and show the way in a post-truth world.<\/p>\n\n\n\n\n

Is it spin or just a lie?<\/strong><\/h2>\n

It\u2019s clear why marketers might be tempted to lie. Most people think we\u2019re all liars anyway. Spare a thought for estate agents, the most maligned of marketers, who have been so tainted with this image that they\u2019ve basically become caricatures of themselves.<\/p>\n\n\n\n\n\n

And maybe marketers shouldn\u2019t be so hard on ourselves when we are<\/em> tempted to bend the truth. We\u2019re only human, and research<\/a> suggests the average person lies once or twice every day.<\/p>\n\n\n\n\n\n\n\n

So it\u2019s little wonder that marketers might be tempted to be a bit too creative with the truth. When we go too far, though, we risk losing our audience\u2019s trust. Dishonesty can be incredibly damaging. Pepsi’s viral advert, here on Marketing Dive if you missed it,<\/a> featuring Kendall Jenner in 2017 resulted in a decade low for their consumer perception levels. More subtly, Burger King\u2019s decision to use a sexist trope as clickbait for their 2021 International Women\u2019s Day Women belong in the kitchen <\/em>campaign you can see here on Forbes<\/a> did nothing good for their reputation.<\/p>\n\n\n\n\n\n\n\n

In the B2B world examples of such dishonesty and poor judgment are rarer. Maybe it\u2019s because it\u2019s not \u2013 traditionally \u2013 the home of bold creative thinking. Or maybe it\u2019s just that the outcry that follows tends to be far less public. But that\u2019s not to say people don\u2019t get it wrong. Take Quantum Tech\u2019s newsjacking horror, that you can read about here on Business 2 Community,<\/a> following the terrorist attack on the World Trade Center. Or the \u201cCrying CEO\u201d here on the New York Post<\/a>, demonstrating that being (apparently) authentic doesn\u2019t always equate to using good taste and judgment.<\/p>\n\n\n\n\n\n\n\n

So is lying always bad? Not necessarily. IBM\u2019s Every Second Counts campaign, here on the Shorty Awards site,<\/a> is a great example. A made-up scenario \u201cinspired by true events\u201d is delivered with enough authenticity and style that the audience is more than happy to suspend disbelief and play along. Elsewhere, Malaria No More\u2019s “Malaria must die\u201d video here on Campaign Live<\/a> went one better not just by roping in David Beckham but by embracing the ultimate modern weapon of deception, the deepfake. Dove is another brand who has exploited this technique in a compelling illustration here on The Drum<\/a> of just how insidious our post-truth era can be.<\/p>\n\n\n\n\n\n\n\n

It\u2019s not immediately obvious where deepfakes will find a home in B2B marketing \u2013 maybe they\u2019re already here and we haven\u2019t noticed. But whatever bold ideas we dream up, we should look to the B2C space for the good, the bad and the ugly.<\/p>\n\n\n\n\n

Beyond creativity<\/strong><\/h2>\n

Betraying your audience\u2019s trust is not just about using dishonest creative, though. The amount of technology we use in modern B2B marketing presents additional opportunities to indulge in unethical practices that can irreparably damage a brand. Spamming your audience or betraying the sanctity of their data are two obvious examples. And the rapid evolution of AI and machine learning is presenting its own ethical challenges for businesses, you can read about here on UST<\/a>.<\/p>\n\n\n\n\n\n

There is a need for integrity in a profession increasingly driven by data, automation and AI. Regulations are being put in place to protect people from nefarious marketing tactics like spamming, but advertising campaigns are more difficult to police. The Advertising Standards Authority only sees campaigns once they are live so it often falls to marketers themselves to set their own standards.<\/p>\n\n\n\n\n

Laying the foundations for trust<\/strong><\/h2>\n

Creative authenticity is what we should all be aiming for. That means not making false claims, not covering up negativity and communicating with clarity. How best to balance creativity with clarity and honesty? Here are three key tips all marketers should consider.<\/p>\n\n\n\n\n\n

First, operate a strategy-first approach to problem solving and creative briefs. Our own model at The Frameworks forces us to look deep into every challenge or opportunity. We don\u2019t just take a brief at face value without digging into deeper context and audience expectations, insights and empathy. This safeguards us against the temptation to charge in and do something silly.<\/p>\n\n\n\n\n\n\n\n

Second, follow best practices. If you have a campaign idea that doesn\u2019t seem quite right, check and check again. Think about the audience, what their understanding of the subject matter is and what you\u2019re asking of them. Often, it comes down to providing foundational education rather than being tempted to make a truth-stretching claim about the benefit of using a product.<\/p>\n\n\n\n\n\n\n\n

Third, hold yourself to high standards and don\u2019t be pushed into dodgy practices. We all come under pressure from clients, managers or last-minute curveballs. But there\u2019s always an alternative to sharp practices. No one wants to go viral for the wrong reasons.<\/p>\n\n\n\n\n\n\n\n

These aren\u2019t revolutionary ideas but solid foundations that still leave room for creativity. Bold thinking can unlock endless possibilities in the B2B space.<\/p>\n\n\n\n\n\n\n\n

Perhaps the traditional hesitancy for B2B marketers to be creative has largely insulated us from the pitfalls of straying into unethical, dishonest and trust-eroding territory. And perhaps that\u2019s not such a bad thing. But let\u2019s not make authenticity the enemy of creativity.<\/p>\n","protected":false},"excerpt":{"rendered":"

Bold thinking can unlock endless possibilities in the B2B space.<\/p>\n","protected":false},"author":7,"featured_media":3485,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[4],"topics":[2],"class_list":["post-3484","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-culture","topics-editorial"],"acf":[],"yoast_head":"\nFaking Bad: Why Marketers Need to Maintain Standards in a Post-Truth World | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/faking-bad-why-marketers-need-to-maintain-standards-in-a-post-truth-world\/3484\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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