The market lacks We are all clear that the greater the trust in a company, the greater our inclination to buy its products. The role of trust is key in all aspects of marketing and phases of the purchasing process. It’s something we’ve been thinking about for a long time. I have talked about it on several occasions in this blog. To highlight some of them: trust as a sales tool , what motivates us to buy a product.
The market lacks importance of trust for a brand
The market lacks It has always been something very important, but given the current top industry data context of instability after the strongest part of COVID, the war in Ukraine, etc. Its role is increasingly significant. If we take it to marketing, what role does brand trust play in the purchasing process? According to the 2020 Edelman Global Barometer, it is the second most important factor after price . 53 % of those surveyed declared this (the price obtained 64% support).
Components of trust in a brand to step forward
Edelman’s approach seems to me to be another twist to the approaches DT Leads we have been making for years. It could be done another way, sure. But if this classification comes from so many years of trust surveys, it gives me a lot of confidence. What is trust composed of? Ability : functional capacity. Is she good at what she does? Is she competent? Dependability : transactional trust. Does the brand keep its promises.