Ann Esteves is marketing director of Unilever. She is Mansmith Young Market Masters Awards (YMMA) winner in 2016. She shares tips on how marketers can make their brands more authentic, relevant and talkable with some examples. Q1: Consumers demand authenticity nowadays. How can a brand show it? A1: Authenticity is achieved when a brand becomes absolutely rooted in the realities […]
Authenticity
Reach, in the context of online marketing, allows content to be seen by different people. But reach, which is actually the number of followers or ‘unique visitors’ in a given period, is not necessarily influence. When brands tap influencers who are not actual users of the product, the credibility of the influencer and trust for the brand are affected because […]