Does being trustworthy and authentic really matter in the world of marketing?

[SARubin]

I recently asked this same question to a large group of internet marketers on a forum. Would you like to know what the majority answer was…?

An overwhelming majority said “yes” trust and authenticity are the most important factors when it comes to marketing.

So if that many marketers believe it’s essential, then why is there still so much hype, rhetoric, and B.S. in the world of advertising today? (maybe the people who don’t think it’s important simply didn’t take the time to answer the question?)

Personally, I’m convinced that trust and authenticity will be a valuable currency for the foreseeable future.

Anyway, that’s what I was thinking… So here we are…

What do you guys think?

Does being open and authentic really matter in the world of marketing? Or am I just being naive, and is marketing only about tricking people into buying stuff?