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What is the podcast?
In this episode of Digital PR Podcast, Kent State University students Jada and Margaret discuss how deceptive marketing on social media can affect your brand. The pair define deceptive marketing as the use of false or misleading information to grab the consumers attention in an attempt to persuade them to purchase a product or service that may not benefit them but will be beneficial to the business or brand.
The PR students use the example of a shoe company who advertised on Facebook that they were selling a pair of shoes for $20. When they clicked on the ad, they discovered that you must spend over $70 on “VIP membership” to avail of this deal. This causes distrust in your brand and will damage your reputation. They use the example of Rihanna’s famous and much-loved brand ‘Fenty’. The brand faces a lawsuit due to hidden charges one customer found coming out of her bank account after she purchased lingerie from them. These charges were apparently not made clear to the customer at any point during the transaction and now Fenty may lose thousands of dollars in court.
Where will you find it?
You can listen to the podcast here.
Why should you listen to this episode?
During the current Covid19 crisis, companies are facing serious financial losses and it is feared that some establishments may not open their doors again at the end of this. As the saying goes, “desperate times call for desperate measures” – brands may be under pressure to attract potential buyers and so may revert to using deceptive tactics like the aforementioned shoe company. When companies are transparent, they will build a trusting relationship with a larger number of customers.
Some of the things that they say:
“When people are on social media, they’re not there to look at ads”
“We shouldn’t have to click on an ad to find out what the ad is for”
“User experience is a big deal”