In a recent Ad Age article by Pete Blackshaw, he questions the need for a new conversation around trust. This proclamation is the result of the proliferation of social media tools and how consumers’ (and marketers’) behavior around “trust authorities” seems to be morphing with each new tool introduced.
My view is trust and marketing should not and can not be mutually exclusive. Consumers understand the need for marketing, and marketers are continually challenged to be creative in delivering their messages in ways that resonate with those consumers. However, marketers must not forget that eroded trust is significantly harder to rebuild than doing the right thing from the start. According to a Gallup study, a single negative experience can deteriorate the customer loyalty by 66 percent. Few companies I know can afford that kind of erosion.
That said, I do not think we need a new model to define trust in marketing. A simple sniff test should do. If you cannot tell if your approach will inspire or erode your reputation and brand, you are probably doing a disservice to your company and your customers.
Pattie Kushner, Senior Vice President – Director of Public Relations, at b2b agency, gyro, in North America