Business and brand confidence in the digital age
Feb 27, 2020, 398 views
The perception of trust is falling in the world because of the digital age. Only one in four says that most people can be trusted, only 40% believe that the media do a good job of distinguishing fiction from reality and only 26% believe that companies are transparent in the use of their personal data .
On the other hand, attention has never been so scarce, with 62% of people in the 23 largest economies admitting they are constantly looking at screens - according to Apple, iPhone users unlock their devices 80 times a day on average and spend more than 2 hours per day on social networks.
In this scenario, in 2019, brand trust has gained a central role. This is what the 4th edition of Future Focus, a study of iProspect, a digital marketing agency, with 300 global companies, points out. According to the survey, 88% of the marketing managers interviewed have brand trust as their priority for 2019 and 76% also say that trust is important to keep their customers consuming their brand.
Credibility was strongly impacted by fake news, concern for personal data and new data management standards. Three factors can help the brand in this area. First, establishing a strong brand purpose and active involvement in social issues (the majority of the population, especially the milennials, regards this engagement as a moral obligation). Second, brand communication should be based on content production strategies, search positioning, and presence in social media. And finally, brands must use technology, especially artificial intelligence, bots and voice activation, to enable large-scale, secure delivery of the brand promise.
The search for relevance is associated with the correct use of data for the development of individualized experiences, the integration of digital resources into people's daily lives, and the investment in the increasing use of voice-activated digital assistants.
The reliability, in turn, refers to the perception of quality in the interaction of the consumer with the brands, whether it comes from their own experiences or from third parties. The importance of this factor has been growing, and many consumers are willing to pay more for greater convenience. Most marketers (58%) believe that building a more convenient brand experience will leverage business growth more than brand building.
The search for more convenience for the consumer should begin with the reanalysis of this issue in all digital channels of the brand. Information feeds on products and services deserve special attention. They must be precise, detailed and constantly enriched. If the brand is able to maintain this standard of information at all points of contact, the stronger the message will be. Finally, marketplaces can leverage corporate e-commerces, since they are increasingly influencing the buying decision.