How Transparency in Digital Marketing Affects Customer Perspective
In the vast digital world of the internet, with various businesses aiming to put their brands out there, aiming to stand out, it is inevitable that there will be some bad apples mixed in a customer’s algorithm here and there. Once in a blue moon, an unlucky customer encounters an advertisement for a product or a service that they’ll eventually find out to be too good to be true. This creates a bad experience and they will make sure that everyone in their family and extended family knows — it results in an increase in purchase anxiety, effectively decreasing the likelihood of them interacting with newer brands.
With that being said, how does one help the customers in lowering that barrier? The answer is digital transparency. Transparency in digital marketing creates an image of authenticity, allowing customers to build brand trust, and gives them the confidence to make informed decisions.
How can you be transparent?
First and foremost, how does one practice transparency in digital marketing? The main and best approach would be to be clear and accurate with the information you put out into the digital world. This matters because the only way you’re able to establish communication, to build that bridge towards an audience that will listen, with your customers is through the kind of brand-related content you share — the advertisements and the information regarding the products you sell and/or services you offer, the social media posts that convey the values your brand holds, the informative blogs you create and share related to your brand — everything you publicize will be critiqued under a microscope of careful buyers. Digital transparency is a helpful tool in creating relationships with customers that last. Take note of the fact that, oftentimes, meanings and messages are misconstrued by the consumers due to the intentional convolution and omission of certain content; some do this to gain traction that will stop at engagement but will never reflect in product sales or service subscriptions. In short, employ ethical digital marketing practices and customers will see that you’re a brand they want to engage with, and eventually trust.
It creates an image of authenticity
If you are to lay out absolutely everything — every bit of small detail to the most general information that may or may not be common knowledge already — regarding your brand, customers will see that you have nothing to hide, that the business is as it is portrayed and advertised. The customers won’t have to worry about hidden tricks or being manipulated to believe a facade because everything they need to know is already provided by the business itself. Authenticity is especially seen when a brand is able to present information that’s not only the good, but also the bad: if a shipment is being delayed by external factors, if a service is not usually availed due to so and so reasons, if a product’s price is increasing due to the inflation of material costs, etc.
Builds brand trust
If a brand already has the image of being authentic, of consistently being transparent with their customers, of course, it is only natural that said customers will be able to build brand trust. With a plethora of brands to choose from, customers would rather stay engaging and purchasing from a brand that they are already familiar with and are able to trust because all information regarding products and services are easily accessible through a single click or tap — you will be able to steadily build a loyal customer base by practicing digital transparency. Customer loyalty also equates to gaining brand ambassadors that will promote your products and/or services out of sheer appreciation at the fact that they have a brand they can trust.
When customers are informed, they will feel empowered
When employing transparency in digital marketing, considering the fact that everything they need to know about the brand is already provided for, the customers will be able to make informed decisions, and there is power in being informed. It is inherent for human beings to gain confidence in decision-making when they are fully aware of what they are getting into. It is undeniable that there will be risk-takers that prefer the thrill of the unknown and that, in itself, still has its benefits, however, having a customer pool that is knowledgeable of the intricacies of your brand and is empowered to make smart decisions provides an image that the brand is capable of building brand trust with their customers through digital transparency.
Transparency in digital marketing is equivalent to implementing ethical digital marketing practices, specifically in the area of clear and accurate communication with one’s audience. By doing so, a brand is able to be authentic to their customers, which significantly decreases purchase anxiety in new customers, and will lead to them gaining brand trust and the confidence to make informed decisions regarding the brand. Digital transparency plays the important role of bridging the initial gap of not knowing, to fully knowing everything. It creates a stepping stone for new customers to engage with newer brands, and it is the very podium that loyal customers stay at. Not only that, but it also yields many benefits, not just for the brand but for the customer as well.
Key Takeaways
- There is an increase in purchase anxiety in customers that have had bad experiences with brands that falsely advertise their products and/or services on the internet. It has since made them cautious and careful with the brands they choose to engage with.
- The best way to practice transparency in digital marketing is to consistently implement clear and accurate communication, across all platforms available to the brand.
- Customers value authenticity in brands as it shows that they can be trusted to inform their consumers of the goods and the bads of everything about the business.
- Digital transparency builds brand trust, and brand trust leads to slowly building a loyal customer base that could double as brand ambassadors as well.
- There is power in knowledge, and in being informed. Customers who are made aware of the ins and outs of a brand are empowered to practice smart and informed decisions.
References
Emb, T. (2024, January 23). The importance of transparency in digital advertising.
Gutierrez, C. (2022, December 1). Council Post: The importance of transparent marketing. Forbes.
Implementing Transparent Marketing Strategies. (2024, March 22). ProWeaver.
Mac Nab, A. (2025, June 2). Leading with transparency promotes customer
