What does ‘authenticity’ mean in the marketing world?

Plenty of people preach authenticity in communications, but what does it mean? Does it mean telling a customer that you want to sell them something so you can keep your job and buy your children Zhu Zhu Pets for Christmas? Probably not. Scott Monty, the social media chief at Ford, cited a recent LinkedIn poll where many respondents noted that authenticity is more of a state of being rather than a skill. “Authenticity represents who we are, not what we do,” Monty wrote. “And when we use …

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