How Southampton Football Club and increased brand trust from 13% to 47%


Building trust in your brand is hard enough. Director Joe McCallum, and Head of Partnerships Richard Barnwell to discuss how they embraced responsible disruption to provide an authentic message about safe gambling practices, increasing brand trust in the process from 13% to 47%.

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Can A Web Browser Improve Transparency and Trust in Digital Marketing?


These are exactly the kinds of tactics that erode trust in both B2B and B2C marketing, whether its websites, email, mobile apps, social media or SMS. With luck, changed practices will lead to changed attitudes and restored trust.

Trust 104

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Building Trust Requires Innovation

Customer Experience Matrix

Trust has been chasing me like a hungry mosquito. It seems that everyone has suddenly decided that creating trust is the key to success, whether it’s in the context of data sharing, artificial intelligence, or customer retention. The author sees a new, distributed trust model built on transparent, peer-based reputation (think Uber and Airbnb )* that lets people confidently interact with strangers. That’s very different attitude from the U.S.

Trust 120

Building Trust in Sales: A Guide for Sales Professionals


Trust is the foundation of any successful deal. Think about it: you wouldn’t buy a car from a sketchy salesman or a house from a realtor you don’t trust. In B2B sales, the quicker you build trust with your prospect, the more likely it is that you will close a deal. In fact, only 3% of buyers trust sales reps ( source ). We’ve compiled a comprehensive guide to building trust in sales. Final Thoughts on Building Trust in Sales.

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Lead Nurturing: You can’t automate trust

B2B Lead Generation

But two things were missing: relevancy and trust. Today’s prospects have a general lack of trust and they simply don’t want to be sold. You don’t ask someone to get married on the first date – the relationship you’re looking to start with customers is built over time with trust. . You can’t automate trust . Marketing automation can help you manage lead follow-up and lead nurturing, but you can’t automate trust. Building that trust takes time.

How to build brand trust – 4 essential steps


You just can’t trust anyone anymore!! Sadly the level of trust around the world has declined dramatically over the past few years – just look at the way people see the government, CEO’s, foreign countries with corruption, our Congress, and many brands (company and product/service). Branding is basically about developing emotional connections – i.e. trust-based relationships that will cultivate greater loyalty for purchase decisions. What?? You’re kidding!!

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Getting to ABM: notes from the field


David identified four factors key to Enli’s ABM success: process, culture, attitude, and metrics. It’s about attitude, enabled by a culture we created, where everyone knows the goal. A partnership is formed and trust is built. On the alignment side, I am fortunate to work with a sales leader with whom I share a high degree of trust. Account-based marketing is a hot concept in B2B these days, but how does it really work on the ground?

Field 136

Survey: Marketers Must Work to Gain (and Maintain) Buyer Trust

KoMarketing Associates

SurveyMonkey recently published the “7 Highly Effective Ways to Elevate Buyer Trust” report, which contained responses from buyers on their perception of marketing practices. The statistics found that only 9 percent of customers “highly trust” brands the first time they engage. That being said, marketers still start with a slight advantage over new customers – 89 percent trust brands at least “a little” when they make a purchase for the first time.

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[Infographic]: What Are Consumer Attitudes to Native Advertising?


What in fact are consumer attitudes to native advertising? Does environment impact the trust, understanding and attention given to ads? Let’s explore the latest research and find out: The post [Infographic]: What Are Consumer Attitudes to Native Advertising? Native advertising has been on an upward trajectory ever since it first gained attention in the digital space. In fact, eMarketer projects that native advertising will account for 65% of ad spend on the web this year.

Trust: Get It, Measure It, Grow It Online or Offline

B2B Marketing Traction

I just finished reading two books about trust, Trust Agents and The Trusted Advisor. First I read Trust Agents by Chris Brogan and Julien Smith. This book discusses why trust is important for social media – a must read if you’re thinking of getting into Facebook, Twitter, LinkedIn and blogging, and a great read if you’re already into these networks and activities or even if you consider yourself an expert. Next I read The Trusted Advisor. Tweet.

Trust 102

Re-brand Ukraine? How to create a new, trusted nation brand


Good branding forms an emotional connection with targeted customers that is based on trust and integrity. A major challenge for Ukraine is to be able to deliver on new promises, which will probably require a complete overhaul of its government, economy, and business attitudes/practices. Assuming it can become free from Russian dominance, it must re-structure its economy and develop a culture and business environment that is credible and can be trusted by Western investors.

Trust 130

Smart Speakers, Marketing and Whose Privacy Is At Stake


Two factors to consider when thinking about if and how to add smart speaker to your marketing mix are: how comfortable is your audience with technology and what their attitudes are about data privacy. And do you trust that they’ll abide by the rules they’ve set out?

Every 2015 presidential candidate is a brand


Ultimately, a successful brand will want a relationship with its target customer that is based on trust, authenticity, and credibility. The Edelman Trust Barometer revealed that government and Congress are the least trusted institutions or people for the fourth consecutive year, hitting a new low of 41% in 2015. Further, behind this decline of trust is the absence of authenticity for these Presidential brands. Each Presidential candidate is essentially a brand.

Brand 141

Lead Nurturing as trusted advisors with the Human Touch

B2B Lead Generation

Today's prospects have a general lack of trust and they simply don't want to be sold. Quite literally when we begin a conversation with them, their attitudes and beliefs are being shaped, primed by the information they have already soaked up through various sources. Sellers can make the biggest impact early on in the buying process, or before it happens by developing relationships with potential clients and becoming a trusted advisor.

It Is All About Trust – Our 5 Highlights From This Year’s DMEXCO


The main theme of this year’s event was “Trust in You”, and was at the forefront not only at the conference stages, but at the stands and hallways as well. When it comes to trust, specifically, gaining the trust of readership, publishers need to deliver better online experiences both in terms of content and user-experience. Overall, all digital players have understood that user trust is the most valuable currency to create a sustainable business.

Millennials are finally taking action in brand support


They have a deep distrust of government and traditional institutions, which fuels their attitude that nothing will change. Marketers and political leaders have been frustrated for years with the reluctance of millennials to actually follow up on their complaints and take real action on brand issues. As the first digital generation, their values and perceptions are quite different from previous generations.

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Why Millennials Are Resistant to Advertising and Politics


Understanding and adapting to their distinct attitudes and behavior is essential, however. What makes Millennials so challenging is their level of trust in brands and politics, driven primarily by the internet which lets them better judge transparency, credibility and authenticity. Trust is the key reason for their reluctance to get involved in politics, too.

Does advertising or engagement build stronger brand equity among Millennials?


The key issue with advertising for this Generation Y is trust and credibility. 92% say trust is the most important influential factor, and most advertising lacks this trust. The internet is more influential, as Millennials are significantly more trustful of social media. On average, 49% of Millennials say they trust retailer websites, compared to 35% of non-Millennials. The concept of brand equity (i.e.

Brand 150

Fake news is an old tradition


Large companies are not exactly the most trusted sources of information, and if their media surrogates can’t be trusted either, what is a brand to do? So could Facebook and Google succeed at identifying trust factors? But what might be needed is not better technology, but a change in attitude by we, the people. It’s been over a year since Donald Trump was elected US President.

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. The attitude of service can be conveyed in your messaging, general helpfulness (front office, customer service, etc.), 3 Steps To Build Trust for More Meaningful Customer Relationships.

How Millennials are driving the Bernie Sanders brand


Surveys on the reasons for this strong preference among Millennials mirror typical values of this younger generation – trust and integrity. They said “trustfulness” and “caring about people” were critical for their vote, and that honesty and empathy were more important than experience and electability. In general, among voters who cared most about honesty and trustfulness, 91% chose Bernie and only 5% voted for Hillary. Financial Services is the least trusted industry – 51%.

Brand 119

Getting better brand value from “Big Data” – the Eternal Struggle


Smart use of “Big Data” can help us learn more about customer attitudes and habits, but to create a benefit and/or new offers that will truly astonish and embrace customers, one has to drill down to find those emotional drivers that will make a company/product/service brand really stand. For more on emotional branding, including insights on brand trust and other branding trends, go to YouTube for an interview of me by Tim Powell.

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Today’s big branding issue: what should companies stand for?


In line with this thinking, they also realize that younger consumers with liberal social attitudes (e.g. These courageous business leaders recognize these post 2000 trends, and are willing to change to ensure that today’s influential customers appreciate what their corporate brands stand for – recognition that just building shareholder wealth is not enough, but they can also do something good, credible and meaningful for society that will ultimately enhance their brand trust.

Brand 145

How Tim Cook is transforming the Apple brand


Millennials have been a key driving force behind Apple’s success, so it is not surprising that these emerging brand values of Apple like trust, human rights, dignity, environmentalism, and privacy are consistent with the passions of this younger target segment. The importance of trust is paramount in the mindset of these Millennials. Meanwhile the most trusted industry is technology at 79%, which includes Apple. Apple has clearly been a worldwide leader in innovation.

Brand 114

The big challenge for big brands today: authenticity


A 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). A 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. The impact of these changing attitudes is already being felt by major brands.

Brand 110

Is Your About Us Page First or Last?

B2B Marketing Traction

In my last blog entry, Trust: Get It, Measure It, Grow It Online or Offline , I wrote about what I learned in reading the books Trust Agents by Chris Brogan and Julien Smith and The Trusted Advisor by David Maister et al. To me, putting an About Us page first tells me at a glance that the site creators either don’t get basic marketing principles or just have an “it’s all about us” attitude. Internet Marketing Marketing Collateral Web Site Projects marketing Trust

B2B 100

Is Your About Us Page First or Last?

B2B Marketing Traction

In my last blog entry, Trust: Get It, Measure It, Grow It Online or Offline , I wrote about what I learned in reading the books Trust Agents by Chris Brogan and Julien Smith and The Trusted Advisor by David Maister et al. To me, putting an About Us page first tells me at a glance that the site creators either don’t get basic marketing principles or just have an “it’s all about us” attitude. Internet Marketing Marketing Collateral Web Site Projects marketing Trust

B2B 100

B2B marketing is all about leads. So why bother with branding?


What I have come to understand is: Brand awareness and attitude have an equally powerful role to play in the B2B marketing function. They inevitably form attitudes, and preferences. B2B relationships are based on trust. OK, I’ll admit it. I am a demand gen marketer.

Brand 104

The rise of “morality-via-branding” to add empathy and connect emotionally


Can we trust and believe anyone anymore? And not surprisingly, millennials were more proactive in their attitudes. If you are like me, you are probably sick of all the acrimony, blatant lies, nasty accusations, partisan rancor, and exaggerated rhetoric in politics today. Have we all lost our moral compass? Can’t individual politicians simply do what’s right, and not just what their party demands?

Brand 126

What is holding you back in digital marketing?


I actually find that attitudes are the most important thing to change in both cases. Here are a few attitudes that often get in the way: I don’t have enough expertise. If you don’t trust the numbers, how can you know if you made the right decision? Check your attitudes and see if any of them are getting in your way.

Innovative Marketing Strategies That Are Being Used To Disrupt The Retail Industry

Marketing Insider Group

Users with large followings build trust with their followers and recommend favorite products, while they also share stories about their daily lives. This model allows influencers, and thus, brands, to build trust with consumers. Innovation has always been integral to marketing.

Sentiment Analysis: A Primer for B2B Marketers


But, if you don’t actively analyze the emotions and attitudes people express about your brand and products, you might be missing the bigger picture. Sentiment analysis is the process of gauging the attitudes, opinions, and emotions an audience expresses about a brand, product, or a specific topic. In its most advanced form, it involves implementing an algorithm that monitors conversations and quantifies opinions, attitudes, and emotions based on a predetermined scoring system.

Success Secrets of a Writing Career: WOOT & WOOF

Writing on the Web

WOOT & WOOF" src="[link] width="226" height="300" title="Success Secrets of a Writing Career: WOOT & WOOF" /> Some say success for a writing career is a question of attitude. She suggests adopting an “author attitude” of WOOT , from The Author Training Manual. This clever acronym suggests five attitudes for successful writers: Willingness to change and grow.

Re-branding the Republican Party


Meanwhile, young voters love Bernie, and women and minorities support Hillary, despite a lack of trust. Brand Promise or Message – there is definitely a glaring disconnect between the traditional views of the Republican Party and the attitudes of their standard voter base, especially on an emotional level. The Republican Party is in turmoil, no doubt about it.

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20 Motivational Sales Quotes to Empower Your Team


Sales is not about selling anymore, but about building trust and educating.” – Siva Devaki. Sales are contingent upon the attitude of the salesman, no the attitude of the prospect.” – William Clement Stone. If your sales have tanked, maybe the issue is not your lack of sales skills, but you are rushing the knowing and trusting aspects of the buying process.” – Leanne Hoagland-Smith. As any salesperson knows, motivation comes and goes.

Creating opportunities for all voices to be heard


A Safe Space is where people can express honest impressions, thoughts, and attitudes without fear of judgment. The goal of this session and future sessions is to foster an inclusive environment, promote dialogue, and build trust.

4 Consumer Privacy Tactics To Win Over Mistrustful Customers


Given these attitudes, it’s easy for some data-dependent marketers to lose hope or feel it’s too late to recapture lost trust. Brands that advertise are going to have to master the art of gaining consumer trust. We are living in strange times.

Content Curation in the New Normal: How Brands Must Adapt to Life in a Post-Pandemic Landscape!

Different brands have treated the pandemic as an opportunity to undergo a cultural reset on company attitudes, and we’ve seen more businesses look to actively engage in newly digital consumers, whilst also seeking out more casual engagement online.

The psychology behind content: how to trigger your users’ behavior


They can reinforce your audience’s attitudes. The Elaboration Likelihood Model (ELM), one of the most frequently cited models of persuasion, explains how shaping attitudes also shapes behaviors.

Collapse of Civilization Makes Marketers' Jobs Harder

Customer Experience Matrix

Political situations come and go but trust is the foundation of civilization itself. So I was genuinely shaken to see a report from the Edelman PR agency that trust in U.S. What’s more surprising is that trust in traditional journalism actually increased in the U.S. The over-all decline in media trust resulted from falling confidence in news from search engines and social media. trust levels follows two years when levels were exceptionally high.