but it is, or should be the goal of every company – trustworthiness is profitable
“ trust means having the customer comfortable with handing over personal information and engaging in ongoing commercial transactions at a company’s website” (Senia, 2000).
trust is under attack in our society. consumers have so much choice these days, which makes it difficult for brands to rise above the incredible number of messages clamouring for the attention of the consumer.
“ you can have all the facts and figures, all the supporting evidence, all the endorsement that you want, but if - at the end of the day - you don't command trust, you won't get anywhere"
Niall FitzGerald, Chairman of Unilever in an address to the Advertising Association, May 2001 THE MARKETING ART OF THE OPT-IN
marketing is all about exploitation. we learn everything about the customer, their motivations and lifestyle, the market and our competitors, products and technology, etc … and we then exploit it to produce/sell the products the customer wants, thinks they want, or can be persuaded that they want.