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Unfiltered marketing : 5 rules to win back trust, credibility, and customers in a digitally distracted world / Stephen Denny and Paul Leinberger ; foreword by Brian Solis, author of Lifescale.

by Denny, Stephen, 1961- author.

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Newburyport, MA : Career Press, 2020.

Internet marketing.

Branding (Marketing)

Mass media -- Influence.

Strategic planning.

Customer loyalty.

9781632651785 (paperback) :

1632651785 (paperback) :

xi, 241 pages : illustrations ; 23 cm

Introduction: the impact of technology on culture -- The rules. Rule #1: seeking control in an out-of-control world ; Rule #2: raw means unscripted ; Rule #3: raw means in-process ; Rule #4: raw means in-context ; Rule #5: heroic credibility -- Synthesis. The shift to C2B: rehumanizing the digital relationship ; The flip side of raw: storytelling in an age of distraction -- Implications. Implications for leadership: the new blueprint ; Implications for brand loyalty: operating in a state of rawness ; Implications for culture: control, rawness, and heroism @ work -- The future. Three scenarios for the future.

"You can fake authenticity. But in this digitally saturated age, your customers will see through any misdirection. As we are constantly on our electronic devices, we have come to distrust curated media and traditional PR. People now want to make their own decisions based on raw footage, real-time updates, and unfiltered live streams. How then, do marketing executives and others gain consumer trust? This book explores a comprehensive five-step process for successfully re-humanizing the digital brand experience and gaining customer loyalty. The future is here, and the future is raw, unscripted, and real if you want to grow your market and have your customers believe in you"--

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