There was a time in the not so distant past when marketing and reality did not always align. Companies could create a genius marketing campaign to promote a crap product without much backlash. Customers would receive the product which was clearly not as advertised, and had little recourse to spread the word.
The interconnectivity of today’s world is helping to keep marketers honest. Even one bad experience can ruin a company’s reputation and cause irreversible damage to their business.
When companies hire individuals or agencies to help with their digital marketing initiatives, they want to work with marketers that stand for the same things that they believe in.