Building Trust Through Ethical Marketing Online

Play It By Trust Ethical marketing - can we do it? Thom Poole

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Your market ,[object Object],[object Object],[object Object]

What are ethics? ,[object Object],[object Object],[object Object]

Where do ethical/moral beliefs originate? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The heart of ethics ,[object Object],[object Object]

What is privacy? Is big brother watching? Do we really care?

Data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object]

Data privacy – noise! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999))

Data privacy – the spam debate ,[object Object],[object Object],[object Object],Results of an online survey by the Marketing Society, 2003

Friendship = Trust Friendship = showing or expressing liking, goodwill, or trust Collins English Dictionary. Retrieved 10 July 2003, from xreferplus

Friendship = Trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998)

Trust lifecycle Time Level of Trust Unaware Build Trust Confirm Trust Maintain Trust Register/Transact/Confirm Consider/Validation/Assess Browse/Search/Compare Trial Threshold Purchase Threshold Habit Threshold Untrust phase Extrinsic Intrinstic Recommendation © Poole (2005), adapted from Reynolds (2000)

Types of Trust ,[object Object],[object Object],[object Object],[object Object],Source: Huynh, et al (2006)

How to build trust ,[object Object],[object Object],[object Object],[object Object],[object Object]

Trust tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Be relevant and engaging ,[object Object],[object Object],[object Object],[object Object],[object Object],I We You

The future is about … Relevant Choice Me, Me, Me Me, Me, Me Me, Me, Me Me, Me, Me I want to be unique I want to be unique I want to be unique I want to be unique Give me a choice Give me a choice Give me a choice Give me a choice I want to be in control I want to be in control I want to be in control I want to be in control Be relevant at the right time Be relevant at the right time Be relevant at the right time

Trust in Marketing Abuse demonstrates untrustworthiness, but to demonstrate trustworthiness is more difficult Trust = firm reliance on the integrity, ability or character of a person or thing

Trust in marketing ,[object Object],[object Object],[object Object]

Trust in marketing, cont… ,[object Object],[object Object],Niall FitzGerald, Chairman of Unilever at the Advertising Association, May 2001

Trust in marketing, cont… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Nakra, 2001)

Trust in marketing Trusted brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Bold = Last year’s most trusted

Trust in account management “… they were always being watched for symptoms of unorthodoxy” ‘ 1984’, George Orwell

Trust in B2B account management ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Joanne Lynch & Leslie de Chernatony, 2003

The Six Pillars of Character ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Trustworthiness ,[object Object],[object Object],[object Object],[object Object]

Honesty ,[object Object],[object Object],[object Object],[object Object],[object Object]

Integrity ,[object Object],[object Object]

Reliability (Promise-Keeping) ,[object Object],[object Object],[object Object]

Loyalty ,[object Object],[object Object],[object Object],[object Object]

Ethical account management ,[object Object],[object Object],[object Object],[object Object],[object Object]

Procurement behaviour low high high Procurement skills Business skills Butterfly buyers Strategic purchasing professionals Order takers Rottweiler buyers buy on value buy on cost buy on price

Trust on the Web Ethical marketing - can we do it? Thom Poole

Online Distrust ,[object Object],[object Object],[object Object]

Online Trust ,[object Object],[object Object],[object Object],(Luhmann, 1980)

Question(s) of Trust ,[object Object],[object Object],[object Object],[object Object]

Perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Corritore, et al., 2003)

Encouraging Trust ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Cheskin Research, 1999)

Social Trust ,[object Object],[object Object],[object Object]

The competitive advantage of trust “The marketing art of the opt-in” “Being trustworthy is profitable”

The marketing art of the opt-in ,[object Object],[object Object],[object Object],[object Object]

Getting your nose in front …

The Trust Checklist Not the answer - just more questions …

The Ethical SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Ethical SWOT Checklist ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],S W O T

Thank you For your interest & attention Thom Poole [email_address]

Building Trust Through Ethical Marketing Online

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Building Trust Through Ethical Marketing Online