New data from Neustar suggests inaccurate marketing content can have a significant impact on brand trust.
Specifically, the data shows that 91 percent of respondents do not trust sites that contain errors or mistakes. About 88 percent say they do not tolerate websites that frequently go offline, and 75 percent claim that poor authentication measures make them skeptical.
When it comes to marketing tactics such as persistent banner ads, consumers show more tolerance. “Respectful advertising” does not faze website visitors, according to Neustar’s research. However, nine out of 10 respondents say that inaccurate online content, including advertisements, raises their distrust. These results further highlight the importance of marketing accuracy.
Building Trust Through Personalization
In order to appeal to their target audience, 90 percent of marketers agree that it’s critical to personalize the customer experience, according to a study by Econsultancy and IBM. However, 80 percent of respondents say that the average brand does not understand them.
Some of this may be due to the fact that offline and online customer experiences are not linked together by marketers. Only 34 percent of marketing professionals say they connect off-and-online consumer experiences. Most budgets go toward product research; just 37 percent of marketers claim they have the tools needed to deliver exceptional customer experiences.
“The goal of providing the right message to the right person at the right time is now just a part of the larger puzzle,” says Stefan Tornquist, vice president of Research for the Americas at Econsultancy. “The real challenge is providing the right experience for the right person at a time that’s right for them.”