By George Anderson
The Gallup Management Journal says businesses more concerned with creating transactions than building relationships with customers is at the heart of the growing consumer cynicism about marketing messages.
"Overpromising (hype-filled marketing messages) generates transactions. It stimulates trials. But those trials won’t be followed by repeat purchases. Overpromising engenders customer disaffection, disappointing those who were attracted by an expectation that remains unfulfilled. The long-term consequences for companies, customers, and stockholders are anything but positive. And that’s a promise."
Moderator's Comment: How do retailers balance their short-term revenue goals with what's best for the company in the long run? How can they make sure that their marketing/advertising promises match the in-store realities?
Losing the confidence of consumers in the short run means there will not be a business to operate in the long run.
Advertising and marketing shouldn't be about hype. It should be about the reality of a brand's performance. Our position is simple. If the reality doesn't match the message, don't deliver the message. No advertising is better than communicating messages that convince consumers your messages can not be trusted. [George Anderson - Moderator]