Creating Trust in a Digital World
However, without the elements of trust present as outlined by Mikiulincer above, these processes that changed our world in Montgomery, Ala., might not have happened, or at least not so quickly.
As a brand manager, how can you create a framework of trust for your digital networks, and then what kind of marketing activities can you execute to nudge that network into action that drives sales, loyalty and trusted referrals.
1. Be Real: Connecting is much more than a digital link on a social site that lets you access personal information. It is about real time and real purpose. Use your customer connections to communicate meaningful information beyond your products to build trust as a partner that cares about greater outcomes for your customers than their sales value to you.
2. Assist With Life, Not Just Sales: Consumers connect with others to help friends and peers have a better life and trust that their actions will be reciprocated. Same with brands. When you can provide even small improvements to a customer’s life through added values or unexpected customer service, you build trust that can pay off big.
3. Remember: A friend of mine stayed at the same small, boutique ski lodge in Vail for 25 consecutive years. The lodge owner failed to recognize her loyalty and remember her in any way. At breakfast on their last trip, he refused to let my friend substitute a can of soda for her free breakfast coffee — while at the same time, giving away free food and drinks to his “friends” who he did bother to remember. I am now helping my friend find a new ski lodge for her annual trip, worth thousands every ski season.
Remembering is also a key part of Woods’ vision for Nudge. “Remembering what someone liked, disliked and talked about is key to building trust. Most people in our business lives come and go quickly, and often unnoticed. Feeling noticed and remembered creates a new level of trust of its own.”
Jeanette McMurtry is a psychology-based marketing expert providing strategy, campaign development, and sales and marketing training to brands in all industries on how to achieve psychological relevance for all aspects of a customer's experience. She is the author of the recently released edition of “Marketing for Dummies” (Fifth Edition, Wiley) and “Big Business Marketing for Small Business Budgets” (McGraw Hill). She is a popular and engaging keynote speaker and workshop instructor on marketing psychology worldwide. Her blog will share insights and tactics for engaging B2B and B2C purchasers' unconscious minds which drive 90 percent of our thoughts, attitudes and behavior, and provide actionable and affordable tips for upping sales and ROI through emotional selling propositions. Her blog will share insights and tactics for engaging consumers' unconscious minds, which drive 90 percent of our thoughts and purchasing attitudes and behavior. She'll explore how color, images and social influences like scarcity, peer pressure and even religion affect consumers' interest in engaging with your brand, your message and buying from you. Reach her at Jeanette@e4marketingco.com.