In Dynamic Business online (Australia) (June 26, 2012), the author Jo Macdermott says that content marketing isn’t a sales pitch, it’s about trust. Macdermott goes on to state that this is a common mistake that businesses make when creating a blog or updating their social media pages. “Think less about directly promoting yourself and more about … Continue reading
Fast Company talked to Don Peppers, who coauthored the book, Extreme Trust: Honesty as Competitive Advantage, with Martha Rogers, about trust-based relationships between consumers and customers. Don Peppers talks about Zuckerberg’s Law, which is that we interact with others about a thousand times as much today as we did 20 years ago. “It only stands to reason … Continue reading
This year’s global trust survey, conducted by Edelman, the world’s largest independent public relations firm, showed that government is the least trusted institution (trust in goverment suffered its steepest decline in Edelman history), followed by trust in business, while trust in social media is up. For the fifth year in a row, NGOs are the … Continue reading
I’m reading a 2004 book on trust, “Building Trust: leading CEOs speak out: how they create it, strengthen it, and sustain it,” a publication of the Arthur W. Page Society. The following template for building trust was developed in the 1930’s, “another time of dismay about corporate performance and economic uncertainty.” Arthur W. Page, the … Continue reading
Corporate Culture, a creative communications consultancy in the U.K., conducted a Customer Trust Index in 2007. There are three headlines to this study, which are just as relevant today: 1. The future of marketing is about belief in business. 2. The most powerful method of communicating with customers is word of mouth. 3. There are … Continue reading