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Cautious, demanding and aware. These are the adjectives that describe today’s customer, especially the Millennials. Too many tricks have been shown before, so they get the impression that advertising a product is more important than satisfying their needs. How can you deal with that type of a demanding buyer? Well, you can simply put everything on the table – a strategy known as the authentic marketing.

What is the authentic marketing?

Authentic marketing is the latest answer to Millennials’ attitude. As the name suggests, it focuses on the authenticity of the product or brand. Farewell to boasting and bold claims about being the best and flawless. If you don’t want to discourage your potential clients, overhyped advertisements and fake virals are no longer the option. To be authentic, you need to show yourself as you are, show your brand’s personality with all its strengths and flaws. And the best way to denude yourself is to appear live, preferably without too much directing and special effects.

 

Live is authentic

A great way for achieving that is to offer your target group a webinar. Present your brand to a broader audience, tell your story, show your product, and – of course – answer questions. The way you present your content, react to the questions, and answer them is the best indication of your authenticity. You just can’t fake your instincts, can you? Of course, your webinar can – and should! – be prepared and practiced, but it can’t be 100% staged. It’s a live event, so whatever happens, everyone will see it. Worried with minor mistakes? Don’t be – they are the whole point! What can give you more authenticity than that?

 

Stay connected

Authenticity is also about keeping the dialogue with your public, interacting and connecting with them. There is no place for monologue here. Buyers hate being passive consumers. They want to question things, share and exchange their opinions. They also want to feel relevant, to be a part of something bigger. That’s why social media are such a hit, and for the same reason live webinars with Q&A are now trending.

Webinars can also be recorded, so you can capture your authenticity, re-use and spread it further amont your target group. Yes. With all the minor hiccups and mistakes, so that everyone can relate.

 

Conclusion

So, time to get rid of the old habits of keeping up with the flawlessness and stop faking spontaneity and virals. As Millennials’ attitude towards marketing changed, build your marketing around keeping it real and having direct contact with your prospects. It’s going to be very hard for you to be the best at what you do, but you can surely try to be the most authentic. Using live webinars can help you to achieve that.

Posted by Jarek Wasielewski

Jarek is the Content Manager at ClickMeeting. He is responsible for providing educational contents for current and prospective users.