In the past, there is little doubt that most would have said putting the word credible in front of marketing is definitely an oxymoron much like jumbo shrimp or organized mess. Instead, people would have used words like creative or talk about marketing being about building awareness, creating perceptions or generating leads.
Today, with the advent of new technologies and social media I've heard words such as relationships and engagement used to describe what marketing is all about. While I believe these words to be accurate and that it's nearly impossible to only come up with one word, I thought I'd throw another word out there for consideration: Credible. Put another way: does you marketing lead to credibility for you company? Or more simply: Is your marketing credible?
While maybe not as exciting or flashy as some other words. Credible can be defined as "worthy of belief or confidence; trustworthy." In today's skeptical environment, would this not be a great attribute for your brand and marketing efforts to have?
There remains a tendency for many marketing or advertising campaigns to really stretch the truth and make claims that are too far from reality. There is also a frightening tendency to over promise and under deliver. When you deceive your customers in some way, it's so easy for them to tell the world through social media what issues they had with your product or service.
If this happens, then all future marketing campaigns will be viewed with a high degree of skepticism that will be difficult to overcome. Think about it. If you buy a product that promises to deliver X and it does not, then you are very unlikely to believe their next claim even if it's 100% true. Similarly, if you miss a meeting or call with a prospect then they are unlikely to take your call in the future.
Ensuring everything your company does is trustworthy, or credible, is crucial if you want to build lifelong relationships with your customers. That's why I argue that you need credible marketing before you can engage prospects, develop relationships, and create brands that people trust.
Do you think credible marketing is an oxymoron or the new reality?