As a brand you want to position your product or service in the best light which often doesn’t lead to an authentic message or experience. However with digital disruption comes change and consumers have more power than ever before with the click of a mouse.

So what does being authentic mean in the context of digital marketing? Consumers are focused on getting information quickly on the go with a focus on only how it benefits them or the end result or outcome.

Authenticity isn’t just about what you share and how others connect to it, but how you connect to it as well. How you curate content, add your personal insights and add additional value to content helps to show your true brand message and how closely aligned it is to your culture and values. Digital is transparent so you cannot get away with simply copying, be untrue to your brand or not having two way conversations with your customers. Your customers will no longer tolerate it. They want to hear your story, see the real you and feel the connection to your brand and this comes with authentic sharing.

As a business you can choose to recognise the changes and the power your consumer makes. You have to pivot and understand that the consumerisation of technology will impact the way you market and sell on your digital channels.

Digital disruption has changed how we work & communicate – remember to always be yourself and as I always say never let anyone dull your sparkle.