All marketing is built on trust. Without trust, customers won’t subscribe to your email. They won’t open. They won’t click. And they certainly won’t buy.
Keeping this in mind, I interviewed Craig Spiezle, Executive Director and President, Online Trust Alliance, about security, privacy and consumer protection. I’ve also and provided tips on how you can build trust with your customers.
“Privacy policies were written by attorneys, for attorneys,” Craig joked. “And you need three attorneys to figure them out. It’s a great job enhancement thing for the legal profession. It does nothing for consumers.”
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Want to build customer trust?
Be transparent about how you’re using and protecting the information you gather from them.
That’s the word from James Koons, Chief Privacy Officer for Listrak, which provides omnichannel digital marketing solutions to retailers.
James’ statement is underscored by the MarketingSherpa Ecommerce Benchmark Study. It reveals that frequent security evaluation correlates with greater ecommerce success. Specifically, of the 2,161 marketers responding, those that evaluated security on a daily or weekly basis had more than a 10% higher rate of revenue and responsiveness than those that didn’t.
“Consumers are savvier when it comes to privacy and security,” James explained, “and we continue to get those ‘your-data-may-have-been-compromised-please-change-your-password’ messages, so we can’t help as consumers to be learned in that area.”
“Nowadays, it’s not a question of if something happens, it’s when something happens. How prepared are you and what are you going to do?” James asked.
Here are some highlights from their conversation in the MarketingSherpa Media Center at IRCE:
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