Revitalising Trust in Marketing

June 11, 20186min

Consumer trust in social media platforms and advertising is at an all-time low. At the same time, influencer and celebrity endorsement are reportedly reaching saturation.  As a result, Trust Marketing, a concept which originated fourteen years ago at MIT, is coming to the fore again in marketers’ minds.

Trust marketing encourages businesses to actively build up as much trust as possible with their customers and then to use it for the long-term good of the business. With consumers increasingly sceptical of many forms of “push” marketing, choosing to rely on your customers’ trust as a way to grow, can be a refreshing change.

Which approaches are open to marketers in this changing environment? One of the simplest ways businesses can get started with trust marketing is to launch a referral programme.  Referral is an excellent way for brands to develop their relationships with existing customers, meanwhile new ones are introduced in a way which maximises the potential for future trust.  However, for brands who are more used to the push model of paid advertising this means exploring new territory.

Last year, Mention Me conducted research with 2,000 UK consumers into what motivates them to recommend, and what qualities make a brand referrable. So what should businesses think about when considering setting up referral? Which factors are likely to make the programme a success? Using our research as a starting point, here are three suggestions:

Start by understanding how trust drives referral

We have a natural altruistic, desire to share good experiences with friends. There is also a sense of pride in letting friends in on the secret of a brand worth sharing.

So what are the main drivers for sharing? According to our research, 76 percent of those questioned stated that a brand being credible or trustworthy is the most important attribute for them in driving referral. Good product quality and customer service were also table-stakes for getting a referral to happen according to the research.

The research also suggested that we need to know someone personally in order to fully trust a recommendation. Only three percent said they’d trust a celebrity recommendation, and five percent would trust a blogger or influencer. This contrasts starkly with 50 percent trusting a friend and 46 percent a partner or spouse.

They remove the barriers

Looking at referral behaviour from the reverse angle, we also asked why people wouldn’t recommend a brand. Our research revealed that 41 percent, the highest percentage of those questioned, would not refer a brand if a friend told them not to shop there. It seems the social risk of sharing a brand that friends have already dismissed is just too high.

Not surprisingly, the research also revealed that 72 percent of those questioned wouldn’t recommend a poor quality product, 65 percent wouldn’t recommend if they experienced bad customer service and 57 percent were put off if the return process was difficult.

Even with a willingness to share a credible brand, inertia can still be a big barrier to referral. The right referral offer is important to overcome that inertia, with respondents preferring a referral for themselves (59 percent), compared to one which led with a reward for their friends (just 16 percent).

Get the timing right

As with every form of marketing, timing is key. Once the foundation for trust is established between a consumer and a brand, and the barriers to recommendation removed, success hinges upon how and where the referral prompt is implemented.

At this stage we recommend identifying your customer’s point of greatest delight, and also specific touchpoints in their interactions with the brand. Including referrals at these key times is most likely to lead to conversion.

Referral and the future of trust-based marketing

Marketing will continue to evolve and brands should continue to explore new channels to reach customers. With recent trust lapses by well-known social media platforms, one theme from our research, that brands can’t afford to neglect, is the value consumers place on trust and authenticity.

Customer referral programmes have emerged as key channels in this new world of trust marketing. Getting started with referral is not hard: focus on creating the right environment for trust, remove barriers, and prompt customers to refer at the right time. Under these circumstances your customers will do your marketing for you; creating a virtuous circle of ever-growing trust.


Andy Cockburn

Andy Cockburn

Andy Cockburn is the CEO of referral marketing software form Mention Me.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Masterclass enquiries:
vuk@awardsinternational.com
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


weight lifting for fat loss jadera diet pills ebay overnight oats for weight loss atkins induction weight loss khloe kardashian garcinia weight loss oxford weight loss cannabis for weight loss weight loss medical alli weight loss pills walmart tory johnson weight loss neck weight loss lipofuze weight loss pills paul f tompkins weight loss weight loss calendar app weight loss baltimore ear piercing for weight loss free weight loss pills samples ideal shape weight loss plan walgreens diet pills toujeo and weight loss wholesale diet pills thin again diet pills d4 diet pills gnc homemade laxative for weight loss diet pills for women dr oz nv weight loss pills walmart gnc best diet pills that work vega protein and greens weight loss high protein vegan diet for weight loss x weight loss pills exercise diet plan weight loss cold therapy for weight loss metabolism supplement who sells alli weight loss pills

pill for sex penis root best sex enhancing drugs penis skin cancer hydrocodone sexually side effects hysterectomy sex drive compare medication best way to get a bigger pennis yellow viagra pills vitamins for better erections penis pills that actually work pill names do all asians have small dicks nitric oxide erectile dysfunction i wish i had a bigger penis cordyceps gnc viagra alternative gnc best testosterone booster supplement doctor penis exam sex help for men extenze side effects silicone penis implants dallas cowboys sweats penis website m drive supplement pressure in penis tip of penis red lack of sex in marriage what turns a woman on sexually delay ejaculation cvs gnc vitamin e otc erectile dysfunction pills cock growing pills extreme cock pump

kangertech vape kit diy vape mod parts clearmist vape stores that sell vape pens near me vape orlando kangertech subvod parts winberry farms vape aspire plato vape box vapor time voopoo freemax twister sumo vapor unique ecig itaste vv ecig what to use to open up voopoo drag update quality ecig how to make os with hookah holy grail vape juice smok osub tc manual best fruit loop vape juice nitro cold brew vape juice good karma vape juice big vape clouds can i still buy vape juice online in washington vape juice on skin smok accessories voopoo u2 coil smock mod dr juice e liquid smok procolor review old town vapor 10xt kayak voopoo drag cheap how does vaping weed work voopoo rta vape store near me

cbd and migraines long term oil chart 100mg cbd capsules how long does cbd effects last will cbd show on a drug test high cbd seeds colorado migraine cbd cbd tincture 1500mg cbd oil for arousal buy cbd oil austin balance cbd oil international journal of obesity today show cbd effective cbd dose sushi cbd new orleans cbd oil clipart cbd hemp direct promo code cbd oil how much under the tongue anhydrous cbd cbd 40 cbd etf morningstar cubed cbd oil scientific name for hemp cbd for parrots who hurt themselves isomers skincare how do you translate seizure in spanish sleep md ingredients ibclc exam review i am easy to find benefits of cbd products nashville cbd oil cbd oil superior wi drinking cbd vape oil side effects of too much cbd oil