Learn how to build consumer trust through honesty.
Posted by Chris Tarango on Thu, Sep 01, 2011 @ 06:37 PM
Audiences have grown tired of traditional push marketing. After generations of forced commercial breaks and sales pitches behind every one of life’s corners, the public now views outbound marketing as noise in an already overactive media sphere. As the internet continues to become a customized experience, consumers are avoiding advertising as a source of information on the products and services they need. Simply put, these changes have led to a breakdown in consumer trust.
Today consumers value the opinions and suggestions from friends and family. People trust these sources, because they understand the perspective their friends bring to a conversation. Consumers pick out useful information from these trusted sources, even when personal values and perspectives clash. It is very difficult for companies to develop that level of rapport through telemarketing or traditional ad campaigns.
The answer to this communication dilemma is honesty in the digital sphere. Bazaarvoice, an internet marketing company, works to draw out ratings and reviews from consumers. This insight helps companies tailor products and services that meet the needs of their target audiences. One of the biggest benefits of this method is that by allowing consumers to express how they feel, the company fosters a stronger bond of trust.
As digital communications change, companies must be willing to adapt to keep their voices heard. At Accolades PR, we help clients earn trust using the latest Web 2.0 tools and techniques. We want to know, how is your company working to build trust within your consumer base?