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Ezine Marketing Is About More Than Sending An Email Message
The definition of insanity has been said to be, "doing the same things and expecting different results." Yeah, I can see that. Especially when it comes to internet marketing. If really doesn't matter if you're and affiliate marketer, service...
How Nearly Going Broke Taught Me The Value Of Niche Marketing
If you want to learn how effective Niche Marketing can be, I suggest you "don't" take the route I did. Back in 1983 I started a company offering general Electronics Subcontract Assembly services to just about anyone who made Electronic products. ...
Keys to Creating a Winning Marketing Program
Does your company spend thousands of dollars on marketing with little to show for it? Poor response rates are enough to drive us all crazy. Fret no more. There is a solution! According to recent studies, businesses are reaping greater rewards by...
Marketing Miracles - Do they just happen?
A simple answer to that is: Yes, Marketing Miracles happen! But, these marketing miracles do not just happen. The process is not instant. It is sequential. It takes planning and the planning requires decision and focus. The decisions must be...
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A trade show is an ideal way of showcasing your products and services to a large number of prospects all at the one location and at the same time. Thoroughly planned marketing is the key to success at your next industry related exhibition. ...
 
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

 

KnowThis: For Marketing, Market Research, Internet Marketing ...
KnowThis.com offers a wealth of information, forums, and resources for professionals, academics and students in traditional and internet marketing, ...
www.knowthis.com
 
Marketing - Wikipedia, the free encyclopedia
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en.wikipedia.org
 
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marketing.about.com
 
Marketing.org - Home of the Business Marketing Association
Serves the professional, educational and career development needs of business-to-business marketers.
www.marketing.org
 
Welcome - American Marketing Association - www.marketingpower.com
Dedicated to serving the educational and professional needs of marketing executives.
www.marketingpower.com
 
Advertising, Marketing, Media and PR News - Brand Republic
Find the latest Advertising, Marketing, Media and PR news from Brand Republic, the online resource for up to the minute advertising and marketing news and ...
www.brandrepublic.com
 
Marketing Magazine - Marketing News - Brand Republic
Marketing Magazine - Marketing News - Brand Republic.
www.brandrepublic.com
 
Marketing (Canada)
Offers a Canadian source of news and articles on marketing, advertising and media.
www.marketingmag.ca
 
BidVertiser - Pay Per Click Advertising On Sites Of Your Choice.
Pay per click advertising - online advertising directly on sites of your choice, internet marketing solution for online advertisers.
www.bidvertiser.com
 
Online Behavioral Contextual Advertising and Marketing.
Promote your business with today's most effective online advertising technology, contextual advertising at a cost effective metric of CPC, PPC, CPM or CPV.
www.clicksor.com
 
Sales Jobs / Marketing Jobs / Advertising Jobs - MarketingJobs.com
Employment site for marketing and sales professionals.
www.marketingjobs.com
 
The Chartered Institute of Marketing
The Chartered Institute of Marketing is the world's largest international marketing professional body and helps with career support and information ...
www.cim.co.uk
 
Marketing: See what people are saying right now on Technorati
See all blog posts tagged with marketing on Technorati.
www.technorati.com
 
Marketing Profs - Marketing Concepts and Strategies: Expert ...
Marketing knowhow from professionals. Newsletter, articles and how-to's.
www.marketingprofs.com
 
Guerrilla Marketing Online - The Official Site
Guerrilla Marketing Online is anonline magazine for small business, entrepreneurs, sales people and marketers of all kinds.
www.gmarketing.com
 
Business Marketing - Small Business Marketing
Business marketing - Read everything your need to know about small business marketing.
www.entrepreneur.com
 
All About Marketing
Adapted from Field Guide to Nonprofit Program Design, Marketing and Evaluation ... Inbound Marketing Includes Market Research to Find Out: ...
www.managementhelp.org
 
Pages tagged with "marketing" on del.icio.us
USA Network Announces a NASHVILLE STAR Marketing Partnership With ... - Yahoo! ... Direct Marketing Association: Telephone, Mail & Internet Marketing ...
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ClickZ Internet Marketing Solutions for Marketers
Includes columns with commentary and analysis on a wide variety of internet marketing subjects ranging from B2B marketing to search engine marketing.
www.clickz.com
 
Direct Marketing Association: Telephone, Mail & Internet Marketing
Trade association for users and suppliers in the direct, database and interactive marketing fields, offering seminars and resources, and lobbying for ...
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