If attention is in gold, trust is in bitcoin
But you don't need a research study phone number list to find out. You can feel it. It is an era of “fake news,” inefficient and corrupt institutions, cynical politics, duplicitous businesses, and even distrust of one another. Surprisingly, less than half of us think most people can be trusted.
While you may lament the phone number list decline in trust in our culture, as marketers you can't ignore it. Developing a relationship of trust with your consumers is one phone number list of the most important things, if not the most important.
Now, developing trust is nothing new. We've been talking about how to build trust phone number list in our approach to marketing for decades. Becoming more transparent or more trustworthy in the buying process no longer cuts it. Simply put: it's no longer adequate to start building trust after the phone number list customer has determined that your product or service might be the answer.
Trust as a metric
A few years ago, we worked with a B2B financial services institution targeting investors and advisors. We asked a sample of its target audience to rank the phone number list institution and its competitors by level of trust – both content and brand. We also asked them to rank a sample of the phone number list top media companies in the industry.
Our client company was in the phone number list middle of the pack when it came to trust between competitors. But, interestingly, its trust ranking was above – and in some cases far above – some of the media companies where the institution had carried much phone number list of its advertising.
Recently, we found some wonderful results looking at comparative research. The phone number list brand had, in fact, gained confidence phone number list in all of its competitors as well as media companies. While the owned media property and its team certainly created some phone number list of that trust, the institution's other branding and marketing efforts were also helpful here.