The Online Marketing World has changed immensely in the last 10 years. Traditionally, marketing has always been one-way traffic where brands are stumbling over each other to get their message across. Storytelling was not a thing at all in the past. The problem was that brands didn’t think one second whether the audience wanted to hear that message too. This made it harder for brands to get the attention of the audience. The result was that more and more brands were coming with false claims that they couldn’t realize in the real world.
Besides that, consumers have become increasingly more knowledgeable about products because of the rise of the internet. If a brand has a false claim, then people will show the contrary on Social Media. This can be very damaging for brands.