SOCIAL SCIENCES

Unfiltered Marketing: 5 Rules To Win Back Trust, Credibility, and Customers in a Digitally Distracted World

Career Pr. Nov. 2020. 256p. ISBN 9781632651785. pap. $19.95. BUS
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Speakers and consultants Leinberger (New Industrials) and Denny (Killing Giants) analyze the way consumers receive information, including raw data which can be in the form of videos, the document dump, real time updates, and the livestream. Consumers can then form their own opinions rather than viewing the data “filtered” through news commentators and other interpreters that they may not trust. The authors examine how companies can gain customer loyalty by taking steps to “rehumanize” the digital marketing experience. Strategies discussed include reworking the brand to be unscripted and achieving “heroic credibility” by standing by their values. CEOs are advised to go off script to project honesty, trustworthiness, authenticity, transparency, and vulnerability. The authors use numerous case studies to illustrate how companies have worked toward the goal of obtaining consumer trust, including FoodNetwork, Alibaba, and Apple Computer. Projected scenarios created by the authors are a bonus and offer intriguing visions of the future. Bibliographic notes are included for further reading.
VERDICT An innovative, highly compelling study of how technological change, how the public receives information, and how CEOs and managers can effectively plan to achieve customer loyalty and trust.

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