Trending Sources

Why transparency is essential for building corporate brand trust

Biznology

The growing demand for greater corporate transparency, especially among Millennials, should not be news to anyone. Trust in business has reached new lows, as reported by the latest 2014 Edelman Trust Barometer (e.g. only 50% of Americans trust financial service companies), and insufficient transparency has been one of the key reasons. Not anymore. Hospitality 84%.

Inequality of pay undermining trust in CEOs and corporate brands

Biznology

In short, the growing problem of inequality and extreme paychecks for CEOs has undermined the brand trust of many corporations. Key to all these problematic trends is the challenge of justifying such high compensation and restoring trust in today’s management. Instead,  80% of those surveyed say a CEO should be personally visible when discussing societal issues like income inequality.

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Why transparency is essential for building corporate brand trust

Biznology

The growing demand for greater corporate transparency, especially among Millennials, should not be news to anyone. Trust in business has reached new lows, as reported by the latest 2014 Edelman Trust Barometer (e.g. only 50% of Americans trust financial service companies), and insufficient transparency has been one of the key reasons. Not anymore. Hospitality 84%.

4 Keys to Building Trust with Inbound Marketing

B2B Marketing Traction

Done right, inbound marketing can help increase the trust of prospective clients and customers have in you – something that is essential for conversion from prospect to customer or to additional sales. My colleague Rocky Mills , member of a networking organization I belong to, coined the phrase Know-Like-Trust-Refer. Then, if they like you, over time they may come to trust you.

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B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

How growing corruption threatens brands

Biznology

Behind each act is someone abusing his/her power to unfairly gain personal wealth at the expense of the common citizen. In particular, this trend undermines the credibility, integrity, and trust necessary for brands to sustain an emotional relationship with target customers, the hallmark for strong brands. Corruption throughout the world has grown to epidemic levels. Government.”.

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The One Management Mistake That Causes 76% of Employees Not to Trust Their Boss

Hubspot

workers , we learned that 76% of employees don’t trust bosses who fail to share company data. In order for employees to trust their leaders, they need to feel trusted and empowered. When you create a culture that lacks trust, you create a strained and hostile environment. The Right Way to Handle Data Transparency. It's All About Transparency. and U.K.

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How to Keep Your Customers’ Trust While Collecting and Learning From Their Data

LEADership

While the upside of this digital boom is the convenience of being able to complete so many tasks from your computer or smartphone, the downside is the risk of having your personal data used in ways that you haven’t consented to. When it comes to consumer trust, not all organizations are created equal. Be transparent. Data is a big deal in our digital world. Let’s take a look.

The Humanization of User Experiences: the Emotional and Personal Must

Conversionation

Today, a human approach that goes beyond openness, personality, personalization and transparency is a must, as engagement rules and brands become dynamic, defined by their touch points, interactions and emotional connections. Social conversion when the lines between personal and corporate identities are blurring. How genuinely human can a business be?

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” Although the article’s “most trusted” claim is far from trustworthy (in fact, 1,000 people voted on 200 American “opinion shapers and headline makers” that Reader’s Digest had pre-selected), there are some quirky results worth noting.

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Did Reader’s Digest Flunk Its Own Trust Test?

Marketing Craftmanship

In an effort to goose newsstand sales, the June issue of Reader’s Digest features a cover story entitled, “The 100 Most Trusted People in America Today.” Although the article’s “most trusted” claim is far from trustworthy (in fact, 1,000 people voted on 200 American “opinion shapers and headline makers” that Reader’s Digest had pre-selected), there are some quirky results worth noting.

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7 Personalities of a Social Executive

Blue Focus Marketing

Fortunately, thanks to Mark Fidelman’s recent piece “ The 7 Personality Types of Extremely Anti-Social Executives ,” we have a very strong idea of what the Social Executive is not. Brainpower isn’t about one person’s abilities to solve every problem on their own.  Success in modern business means fostering a spirit of collaboration and transparency at every level. 

Online Personal Privacy Update

Marketing Action

Trust, consent, and transparency are the building blocks of the digital economy. Here, for a very pertinent example, is this great resource (it’s an awesome personal privacy convenience tool) that allows you to view and change the privacy and security settings for your online devices or services. Would you walk naked down the road? StaySafeOnline.org. link]. Do it NOW. license.

B2B Marketing Trends for 2016

Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.

How B2B Marketers Can Build Meaningful Customer Relationships In 3 Steps

KoMarketing Associates

According to B2B marketer Karen Talavera , the answer to customer relationships lay in this formula: Talavera believes before you can effectively sell to prospects in a scalable way, you first have to earn their trust by demonstrating a willingness to serve them. Steps To Build Trust for More Meaningful Customer Relationships. Be worthy of their trust, in every way.

The Road to Hedge Fund Transparency: Marketing Essentials and Potential Pitfalls

Marketing Craftmanship

To survive and prosper in a marketplace where transparency and trust are now valued by investors and promoted by regulators, hedge funds will be increasingly required to build a rational and risk-averse approach to external communication. In an online world, websites are the mother ship of market transparency. No plan = lots of wheel-spinning + no tangible business outcomes.

The big challenge for big brands today: authenticity

Biznology

recent poll by Havas, a reputable marketing agency, showed that consumers in America trust only about one fifth of all brands (least trusted – snacks and household gadgets). report from the research firm, Mintel, indicated that about half of American shoppers trust smaller companies to do the right thing, compared to only 36% for large ones. Like this post?

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CEOs are finally embracing social. What does it mean to you?

grow - Practical Marketing Solutions

It’s become more important to transparently tell the company’s story and join the conversation. As Andrea Learned, a social strategist, wrote in  The Huffington Post , “ ‘Going social’ has huge potential for helping women leaders elevate their own voices, add fresh thinking to important conversations, and build trusted community with an impact that makes a world of business difference.”.

Truth, Trust and Transparency … not Tiger.

grow - Practical Marketing Solutions

The rules of engagement are clear: truth, trust, transparency — not Tiger. The call to action here is a heightened awareness of personal vulnerability, risk and exposure.  Tags: Marketing Solutions branding business relationships personal brand sociology Living life under the public eye has never been more scrutinous (I frequently coin words) or pressurized.

Stop Being Rude: 22 Data-Backed Reasons to Personalize Your Marketing

Hubspot

We''ve seen for years that emails which are personalized to the recipient do better than their generic counterparts. But perhaps what he could not have anticipated was just how much consumers have come to expect personalization at every stage in their buying process. Attitudes Toward Personalization. Attitudes toward personalization have come a long way.

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Hedge Fund Marketing: From Oxymoron to Best Practices

Marketing Craftmanship

And there are both good and bad reasons why these sophisticated, deep-pocketed companies refuse to communicate externally in an effective, transparent manner: Bad Reason: Misguided Mystique: Many hedge funds embrace the notion that an opaque brand image creates a mystique that’s appealing to sophisticated and well-heeled investors and intermediaries. Although their trepidation regarding visibility may be well-founded, funds can gain some level of comfort knowing that regulators now publicly encourage market transparency. But increasingly, investors are demanding transparency.

Common Sense Guidelines for the Legal Use of Social Media

Sazbean

While the guidelines are meant to protect consumers, following them will also help you create a reputation for trust. Be Transparent Don’t try to hide your ulterior motives on social media.  Be transparent about your motives. Once one person finds out, everyone will know which can have serious repercussions for your brand. When in doubt, just ask the author.

Transparent vs. Opaque: Six New-Media Principles, No. 5

B2B Memes

Because one of its foundational ideas is openness, as I described in yesterday’s post , new media encourages and rewards transparency. One of the ways new media encourages transparency is ethical, as represented by the popular expression, “transparency is the new objectivity.” Another mode of transparency is operational. Transparency doesn’t stop with individuals. To be seen as reliable, organizations themselves must practice media transparency  in many, if not all, aspects of their operations. By New Ethics for New Media?

Build your brand (for free)

Biznology

Actually, there were a few more in the list but I just ran out of time (I actually didn’t need to tell you that but I am working hard at being open, transparent, and knowable, and so should you, too). You need to be that person and that person reveals himself through being accessible, understandable, available, and knowable. also have search locked down. Open Your Kimono!

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Is Advertising in New Media Doomed?

B2B Memes

But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. If you say instead that they help websites and advertisers deliver personalized information that you want, it’s more acceptable. First, earning and keeping the trust of their users is paramount.

Power Couple Alert: How Sales and Marketing Are More Successful Together [Infographic]

Crimson Marketing

The secrets to successful personal relationships can also be applied to maintaining successful business relationships. The Power of Trust. The Power of Transparency . Relationship success isn’t just for finding and keeping your significant other and making it down the aisle. And there’s no stronger potential “couple” than Sales and Marketing. .

Who and What Do We Trust?

Digital Body Language

As the role of the relationship-based sales person shifts, with buyers collecting more of their information online, both prior to, and during conversations with sales people, we need to pay close attention to the most crucial aspect of a sale. Trust. It is trust that every relationship has as its foundation. However, with the changing dynamic of how the conversation happens, there is also a changing dynamic of how trust is developed. In classic relationship-based sales, the buyer grew to trust the individual salesperson.

Building Your Brand Strategy

ActiveDEMAND

Building trust in your clients’ brands is the first step, followed by reinforcing that trust through consistent messaging and personalization. Let us explain… Time after time, when evaluating what makes service unique, it comes down to two simple elements: Attention to an individual and a personal twist. Get Started with ActiveDEMAND today! Try it for free today!

Why “Capitalism” must be re-branded – and how

Biznology

The perception of “capitalism” as a branded system that benefits most of us has seriously declined recently, with a widespread, growing lack of trust and relevance, especially among Millennials. However, there are constructive ways that business leaders can restore trust in capitalism and their companies. Indeed, it is hard to justify a system (i.e. The populist reaction?

How to Put the Customer First in Lead Generation

B2B Lead Generation Blog

It is most effective to actively listen with empathy to consciously try to understand and see the world from the other person’s perspective. Customer-centric Marketing: How transparency translates into trust [More from the blogs]. Tweet Putting customers first in lead generation. That missing piece is customer empathy. Survey customers on your email list.

How to Become the Best Blogger in Your Niche

Hubspot

In addition, HubSpot discovered that bloggers with higher output had better lead generation results: So consistency leads to accumulation of content, and the more content you have, the more results you’ll get. 3) Be totally transparent. If you’re more transparent than anyone else in your niche, you’ll get more readers. People crave transparency. Conclusion.

Is Advertising in New Media Doomed?

B2B Memes

But to me, at least, one thing is certain: advertising will only work where it is based on transparent, equal, and positive relationships among publisher, advertiser, and consumer. If you say instead that they help websites and advertisers deliver personalized information that you want, it’s more acceptable. First, earning and keeping the trust of their users is paramount.

Do You Need a Personal Ethics Statement?

B2B Memes

In an age when transparency is becoming the accepted norm for ethical reporting, is it enough to disclose your potential conflicts of interest only when you think the need arises? In an article published earlier this week on the Knight Digital Media Center, Amy Gahran looks at how the writers and editors for Dow Jones’s All Things Digital Web site answered this question.  As she reports, each of them has included a personal ethics statement on an “about me” page. Transparency, she says, “is not just about disclosure, but about visibility”. Why is it critical?

12 ways to achieve emotional marketing for your B2B company

grow - Practical Marketing Solutions

Solutions: Focus on personal value instead of business value. Create an environment for producing positive emotions (believe it or not, positive emotions have more influence on consumer loyalty than trust!). The easiest way to solve this problem is to take the two T’s to heart: Transparency and Trust. Solutions: Know what builds trust? Psychographics.

Can Your Personal Brand Be Too Popular?

Marketing Edge

This post was inspired by Jeremiah Owyang on the topic of personal brands within a corporate community. In some ways this is more an issue of individual popularity rather than a personal brand, but I'll use the term personal brand because it is commonly accepted. The issue of personal brands clashing with corporate brands is something I've commented in the past.