Authenticity indicates whether
or not some thing's "real". Low-bandwidth websites appear more authentic, and
current research shows that "authentic" ads and brand experiences are
what consumers crave. People don't trust most advertising. They trust
online advertising less, in particular, online video and online banner
ads.
We Rely on "Authenticity" to Trust a Website
Long
ago, we trusted "the media" to give us the straight story, but trust in
the press has been declining for years. The Web has further blurred the
picture by creating a relatively level playing field for communicators,
where scamming can appear just as well-produced as legitimate
companies.
Not Slick or High-brow
Low-bandwidth websites are not "hip", they're not slick, and they're definitely not
"high brow." But they work by being direct, memorable, and honest. They
work because they feel down at our "level," connecting with us in a way
flashy sites can't.
Low-bandwidth Websites are More Powerful
A
personal touch generates response by triggering "reciprocity." We
believe someone put personal effort into reaching us. These websites are
simple. They work at a visceral level. They don't try to be more than
they are. They're unpretentious.
"Glossier," "artier," or "more highly produced" websites are NOT more effective. They just cost more and take more time.
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