How to Build Trust in a Digital World
Google Community Space 188 The Embarcadero, Entrance is on the Bay Side of the Building, San FranciscoJoin us for hosted hor d’oeuvres, beer & wine as we dive deep into the trust in the digital world. Trust is the foundation of a good customer experience and loyal relationship—the holy grail for marketers. Technology creates many possible avenues for building trust and developing that relationship. That happens through the effective collection and use of data. And while we are building huge treasure troves of data, we are still challenged as marketers by how to best employ that data to build trust. Our speakers, Paolo Parigi and Jessica Santana, have been researching using a new method of discovering how trust develops online. Specifically, how interactions and user experience creates, increases, or decreases trust and how to discover which is happening and what might be causing it. The methodology is called an online field experiment, and the implications are are promising for the future of marketing. We may be able to use insights from this type of work to: • More effectively personalize marketing to develop trust at an individual customer level at scale • Create user experiences that increase trust at a measurable pace • Overcome periods of distrust because of product or PR challenges with trust-building campaigns […]... read more →