Why Trust Matters
Updated: May 14, 2021
The average consumer is exposed to more than 3,000 brand messages on a daily basis.
That's just on average. If you spend more time in front of a screen than the rest, your number can be almost double! So with all these ads, how does a customer decide who to trust? Especially when they begin the journey? The answer is complex, & their basis of trust has changed significantly over the past few decades.
Why trust matters to consumers
The brands with the most loyal customers are those that prioritize customer trust. Research shows that “brand loyalty is the only tool for any company to survive in an environment of severe competition.” The research team established that brand trust is positively correlated with brand loyalty. It also concluded that purchase intent can be predicted on the larger scale based on perceived quality, which depends on positive word of mouth from friends & family, both on & offline.
The “Mad Men” era of the late ’60s and early ’70s, created what we think of now as branding, which involves motivational messaging that can help build a relationship between the company and the buyer. “Relationship marketing” became the theme for branding in the 1990’s, & many strategies pioneered at that time are still in use. Why? Because they work. A brand has to connect with & inspire their audience to see themselves with that product but also as part of a lifestyle that product represents. Today, the leading trends in brand messaging include
• quality focus - by differentiating the product's high quality construction & materials
• customer experience excellence - online shopping is anonymous as are box stores, today's client wants to feel like there is someone advocating for them if something goes wrong or to help them with issues along the way
• influencer & ambassador initiatives - by connecting with thoughtless & influencers, a brand can draw a direct line between their product & the lifestyle it represents
• consumer generated content - the old adage of "word of mouth" being the best marketing is as outdated as the horse & buggy it rode in on. Word of Mouse however converts up to 5x faster than traditional brand oriented tactics.
The biggest difference in today’s marketing strategies? The ways those marketing messages are being delivered. Successful brands are growing engagement through channels that consumers have learned to trust: social networks & online reviews.
Consumers & “word-of-mouth” marketing Have you heard that 84 percent of millennials don’t like advertising & don’t trust its messages? The situation was summed up by Crowtap’s CEO, Sean Foster:
“Fundamentally our relationship with consumers is broken...It’s about empowering people to help you build a brand. It’s about people over advertising.”
His point is that the answer lies not in better advertising, but in moving away from advertising as your brand’s primary communication tool
In this new era, where brands struggle to speak to customers directly, companies have found greater success by growing a strong base of brand advocates among a group that consumers turn to frequently — their friends. An often-cited report from Forrester revealed that 70 percent of U.S. adults online trust recommendations from each far more than statements from brands. The report recommended that “marketers must shift from an ad hoc approach where content is an afterthought, to an approach where content production is systematic, integrated, & data-driven. By doing so, brands will enable the four components of a 21st century brand — one that is trusted, remarkable, unmistakable, & essential.”
Creating a strong relationship with the client is not just smart money, it's easier than you can imagine! Let The Unicorn Agency Team help you make the most of CGC & build your trust with leads & customers!