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. brand promise and deliverability) to restore trust.

Why Agencies Need to Take Transparency More Seriously

Hubspot

The lack of transparency that often occurs between advertisers and their marketing partners has reached a tipping point. They will no longer work with agencies, networks, technology platforms, or marketing "partners" who aren't completely transparent about their practices.

Trending Sources

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.

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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. Then, if they like you, over time they may come to trust you. Be transparent.

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Craig Spiezle and David Fowler Talk About Trusted Data and Marketing

Act-On

Editor’s note: In September 2015, David Fowler , Act-On’s head of digital compliance and privacy had a conversation with Craig Spiezle , the executive director of the Online Trust Alliance, about the role trust plays in marketing today. Can we trust an ad?

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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. Be transparent. Data is a big deal in our digital world.

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. brand promise and deliverability) to restore trust.

6 types of content your readers hate

Biznology

So, when creating content that has a business agenda, make sure you are transparent. Instead of making grand promises with your headlines and images, brands must focus on transparency. People don’t trust unsubstantiated claims, especially when they involve statistics and numbers.

The state of B2B marketing in Asia—moving toward digital

Biznology

The trend is accelerated by web-based platforms like Alibaba.com that give buyers increased price transparency, and create further opportunities for sellers to bid for contracts. Finally, the lack of transparency I mentioned can be a challenge.

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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.

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. 16th and 76), which is due mainly to its lack of transparency and the limited regulations (or loopholes?) Corruption throughout the world has grown to epidemic levels.

Online Personal Privacy Update

Marketing Action

Trust, consent, and transparency are the building blocks of the digital economy. There’s no longer a bright line between our personal and professional lives; increasingly they’re becoming grey and intertwined. Would you walk naked down the road?

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.

Now is the time to fix your LinkedIn profile—here’s why

Biznology

Trust: 58% of buyers say they go to social media to learn from trustworthy peers and experts. I believe this is at least partially due to the transparency of the network. Then they had to contact each person individually to ask about solutions. Trust.

The big challenge for big brands today: authenticity

Biznology

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).

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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. Marketing Essentials and Potential Pitfalls on the Road to Transparency. But increasingly, investors are demanding transparency.

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

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.

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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. Obviously there are reputational benefits of building a personal brand and creating a voice of authority in an industry.

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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 work, transparency must be a committed, conscious choice.

How Executive Branding Can Help Your B2B Marketing Efforts

KoMarketing Associates

While many CEOs and other top executives prefer to “stay off the grid” when it comes to their own personal branding, doing just the opposite can have significant benefits for their organizations. Examples include: more exposure, better press, and a more transparent company culture between the business and target audience. It feels more personal. He frequently retweets this news, which is a more personal touch. Not Using Social Media = Not Being Transparent.

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 .

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). I have a modicum of online reputation with the people who matter to me.

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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.

B2B 18

Altimeter Study: How To Know When You Have a Mature Content Operation

Contently

If marketers can gain executives’ trust, they will have opportunities to propose budget increases, bring other departments into the mix, make new hires, and take risks on ambitious projects in order to reach their goals. ROI Altimeter Content Strategy personalized content study

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. First, earning and keeping the trust of their users is paramount.

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. First, earning and keeping the trust of their users is paramount.

Business Must Have: Social CRM apps

Sales Intelligence View

Twitter, Facebook, and the like allowed users to share the details of their personal and professional lives for the world to see, for better or worse. The presence also helps sales people maintain their company brand while building trust among clients.

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Finding the right “authenticity level” for your brand

grow - Practical Marketing Solutions

No name, no personality, no smiling face. Truly human content will lead to awareness, awareness leads to trust, and trust leads to loyalty. Personal. To me, human content builds empathy and connection by offering a glimpse of your personality. By Mark Schaefer.

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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? 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”. But in practice, how important are such statements to building a reader’s trust? Ethics new media old-media transparency

How to Become the Best Blogger in Your Niche

Hubspot

3) Be totally transparent. If you’re more transparent than anyone else in your niche, you’ll get more readers. People crave transparency. Transparency is a tricky thing. On the one hand, relationships are built on trust and transparency.

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!). Solutions: Know what builds trust? Solutions: - Know what builds trust?

Why Snapchat Might Be Your Next B2B Marketing Tool

Act-On

Everlane – a Clothier Providing “Radical Transparency”. Everlane is an online clothing retailer with a unique hook: the company’s radical transparency is a promise to disclose the true costs of an item, and then show you their markup.

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A Complete Guide To The Buyer Journey

bizible

Buyer Journey Stage 2 Is Solution Awareness: Be The Trusted Educator. High value content that is free and findable helps build trust among your audiences. The second element for finding findable content and building trust is being transparent.

Five companies with a human social media presence

grow - Practical Marketing Solutions

Mark Schaefer stated in a recent article that we need to strive to be be more human because “Ultimately people will buy from who they know, who they trust.”. Their “spokes cow” has its own social media account, adding whimsy and fun to the company personality.

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. Integrity – improving the ethical, address issues/crises, transparency and openness.

How to Achieve a Return on Conversation with Emotional Marketing

grow - Practical Marketing Solutions

That kind of overused quote or meme tells you nothing about me, my beliefs or what kind of a person I am. At this point you’re probably leaning one way or another when it comes to trusting and liking me. Do You Trust Me? Do You Trust Me?

Understanding the true nature of the social media marketplace

grow - Practical Marketing Solutions

Here were some of the characteristics of these newly-organized markets: It was highly personal and interactive. You purchased goods from people you knew and trusted. The market was transparent. Be human, be honest, be transparent, and pay attention to the feedback.

5 Social Media Truths, and How To Manage Them

Modern Marketing

by Lauren Harper | Tweet this While social media is still a channel that many organizations are striving to figure out how to strategically leverage and even monetize, authenticity and transparency are increasingly critical. You have to make every connection on social media personal.

The Guide to a Successful Employee Advocacy Plan

Act-On

The fact is that even though the content being posted is both interesting and valuable, establishing trust among customers is becoming ever more challenging. In fact, 98% of employees already use at least one social media platform for personal use, while 50% are posting about their company.

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