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3 Reasons Why Transparent Advertising is an Innovative Marketing Strategy

Courtney Scharf
February 25th, 2013
Transparent advertising is similar to a shock marketing strategy, but differentiates itself by being more self-conscious and generally less offensive than other tactics. Why is this approach more appealing to consumers, and how can it help drive sales?

It stands out. The most simple advantage of transparent advertising is that it stands it stark contrast to much of the overblown and showy ads that dominate the media. Fresh, and coming across as more relatable than other marketing strategies, this can be a great way to build up a brand that defines itself as different.

It's appealingly low-key. Transparent advertising is appealing to consumers because it draws attention to the relationship between brands and consumers in a self-conscious and eye-catching way that makes a brand seem more honest than competitors. Even larger organizations can achieve this, like the Swedish military did in their 'Welcome to Our Reality' spot. The video was essentially a parody of typical overblown recruitment ads, and drew a lot of praise and attention for being honest about the typical military approach.

They go viral. Because blunt advertising is often approached with humor, like this mobile home commercial featuring comedians Rhett and Link, these type of promotions are more likely to be shared through social media. This expands the reach of a given advertisement, and makes the message all the more powerful.

Though sometimes difficult to develop, marketing strategies based around transparent advertising can be very effective. For
more insight into cutting edge marketing techniques, be sure take a look at Trend Hunter's Marketing Trend Report.