|
|
|
Combine Email Marketing with Your Affiliate
Affiliate Programs are huge today and rightly so. They provide people with the opportunity to make a residual income with very little cash output, and of course everything is already done for you. All you have to do is promote. Now, this article...
Little Known Secrets About Credibility Marketing!
A key factor in successfully marketing your business is to establish credibility within your market. How, you might ask, is it possible to establish credibility quickly? This article is geared toward helping you understand the importance of...
Marketing to a Global Audience
Are your internet marketing efforts focused solely on the United States? If so, you may be passing up on one of the best opportunities ever to reach a global audience. The entire world has the opportunity to access the internet and many people are...
The Benefits of Joint Venture Marketing
Joint Venture Marketing can take many forms -- and if done properly, can significantly enhance your business. Don't let the name fool you, you have already been a consumer of a number of joint venture marketing promotions. Have you ever purchased a...
The Fourth Law of Gravitational Marketing for Small Businesses: The Four Basic Tasks All Of Your Marketing Messages Must Perform.
Marketing is really a simple process when you get right down to it. The biggest mistake most small businesses and sales professionals make and you're probably making it too...is that you make it too complicated.
All of your marketing and sales...
|
|
| |
|
|
|
|
|
|
The Trust Issue in Marketing
The Trust Issue in Marketing
by Darrin F. Coe, MA
copyright 2004
One of the prime motivating factors in the purchase decision making process is “trust”. A consumer will at some point for however long or short of a time, ask the question, “Can I trust this company/person/product?”
In today’s ever-changing world of marketing, electronic media, email, and advertising innovations and intrusions, companies, and businesses are marketing to an ever increasingly suspicious consumer, who is conflicted between their desire not to be “sold” to and their desire to consume. They are looking for ways to establish believability, credibility, and trust.
According to a paper by the Peppers and Rogers Group (2004), 36% of major U.S. corporations view privacy as an important part of the company’s brand image.
It is my belief based on consumer thinking that one way to develop a competitive edge in the marketing world is to place greater emphasis on tying privacy policy to brand. This strategy places a direct link between trust and purchase while developing the beginnings of long-term relationship.
I suggest highlighting your privacy policy in all your marketing in a way that makes privacy, trust, and your brand synonymous. Let the consumer know that here is a business that will respect your privacy. Let them know that your communication with them will be relevant to
their consumer needs. And you can let them know that information they share with your business will be used to better meet their needs and will not, knowingly be used against them, sold, or given to third parties.
It might even be smart to develop a short marketing campaign that focuses on your commitment to your customer’s privacy, instead of simply stating that you have a privacy policy or stating your policy in unreadable font at the bottom of your literature.
About 50 % of consumers today have little more knowledge than brand or product recognition and have little desire to acquire extra information about a brand or product, so it behooves the marketing community to link recognition of their brand to trust, safety, and advocacy. Instead of selling to consumers, target your marketing to help them believe that you are making them safer and more secure by purchasing your brand and then back it up!
Darrin F. Coe, MA is a mental health professional, a weekly columnist, and the author of “micro loans: finance your dreams available at http://dcoe1.tripod.com/microfinance. Contact him at coe@ris.net or http://dcoe1.tripod.com
About the Author
Darrin Coe is a mental health professional, weekly columnist, and author of "micro loans: finance your dreams" available at http://dcoe1.tripod.com/microfinance contact him at coe@ris.net or http://dcoe1.tripod.com
|
|
|
|
|
|