Customers don’t want the hard-sell every time they contact you
I We You
The future is about … Relevant Choice Me, Me, Me Me, Me, Me Me, Me, Me Me, Me, Me I want to be unique I want to be unique I want to be unique I want to be unique Give me a choice Give me a choice Give me a choice Give me a choice I want to be in control I want to be in control I want to be in control I want to be in control Be relevant at the right time Be relevant at the right time Be relevant at the right time
Trust in Marketing Abuse demonstrates untrustworthiness, but to demonstrate trustworthiness is more difficult Trust = firm reliance on the integrity, ability or character of a person or thing
Trust is under attack in our society. customers 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 customer
“ 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 at the Advertising Association, May 2001
Honesty in communications is expressing the truth as best we know it and not conveying it in a way likely to mislead or deceive. There are three dimensions:
Truthfulness . Truthfulness is presenting the facts to the best of our knowledge
Sincerity . Sincerity is genuineness, being without trickery or duplicity
Candor . In relationships involving legitimate expectations of trust, honesty may also require candor, forthrightness and frankness, imposing the obligation to volunteer information that another person needs to know
Honesty in conduct is playing by the rules, without stealing, cheating, fraud, subterfuge and other trickery.
Swindling customers into a sale does not make for loyal customers. Instead, e-commerce sites should try to improve the user experience for the 95% of users who visit the site without making a purchase.
Spam is the bane of modern life, with over 90% of all e-mail classified as spam
Phishing is on the increase - trying to grab personal details