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Patricia O'Loughlin
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Word concubine since 1989.
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2016 Reports Show Digital Customers Prioritise Trust Over Convenience

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It can be said the whole idea of the internet is to make life much more convenient for everyday people like you and me. The digital boom has virtually enabled users to now perform many of their daily activities in the very palms of their hands, creating a world full of on-the-go multi-taskers. As such, you’d be forgiven for ranking ‘convenience’ as the most important factor in any digital marketing campaign.

While smooth and smart usability is certainly paramount to your online success, the Deloitte Australian Privacy Index 2016 unleashed some pretty interesting information for digital marketers to take onboard…

94% of digital consumers place more importance on trust over convenience

That’s right, a whopping majority of online and mobile users are more likely to engage with your online business if you can prove yourself trustworthy.

This new info has been regarded as a ‘wake-up call’ by the index’s co-author, Marta Ganko, and as such, digital marketers and online businesses alike should pay attention to the data and work it in their favour.

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Users are increasingly expected to divulge personal information online

Your name, your birthdate, your credit card number, your favourite ice-cream flavour… the questions consumers are faced with in the online world are wide-encompassing. As a result, many users tend to harbour some hesitation when revealing personal details about themselves, lest it ends up in the wrong hands. After all, people naturally feel much more comfortable handing over information face-to-face rather than via the artificial glow of a screen.

While this is to be expected, customer data remains a critical component to the way businesses operate.

So, what can brands do to build ‘trust’ online while still running their business?

  • Only ask the absolute minimum necessary questions to begin with. Be cautious with your customers; don’t bombard them with overwhelming questionnaires or attempt to appear ‘fun and friendly’ by posing frivolous questions. Once you have established a relationship with you customer, then you can start enquiring them for more information via materials such as direct emails.
  • Create brand humanisation. Users are much more likely to place their trust in an organisation when they can put a face to the business. This is where social media really comes in handy – use it to take a professional yet fun approach to your brand marketing. Essentially, you want to use platforms like Facebook, Snapchat, Instagram and Twitter to give your users a peek behind the business curtain and showcase your team’s vibrant personality.self-portrait-auto-iphone-80673
  • Get into influencer marketing. It’s quickly becoming one of the most popular forms of advertising at the moment, and for good reason – influencer marketing illustrates that external parties trust your brand and are willing to spruik it on their own platforms on your behalf.
  • Allow customers to leave reviews – and make sure you respond to them. Online users highly depend on customer reviews, especially when it comes to the digital marketplace. After all, this is the best place for them to collect unbiased, tangible information to use in moulding their decisions. Customer reviews will also benefit your business in the SEO stakes. Provide a platform for patrons to leave their feedback, such as Google My Business, and be sure to personally respond to each review – cut-and-paste jobs are a big no-no here.
  • Avoid black hat SEO. While ranks are important for brand recognition, it’s crucial to show that you care about your customers. The best way to do this is to engage genuine white hat SEO tactics that provide real value to your customers, effectively planting the seeds for you to cultivate long-term relationships.
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By Patricia O'Loughlin


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