2020 brought marketers plenty of occasions to develop new digital customer experiences. Companies moved away from industry jargon and toward personalized, succinct, and transparent messaging to create trust with customers. Reports have shown that people have shorter attention spans and are ready to move on from messages about pandemic circumstances. Companies must find the right balance between trust and personalization.
A global study found that there is a gap between marketers' perception of trust and consumers' reality. Consumers are uncomfortable with how easily their data is compiled, so companies should create an opt-in culture to nurture trust. To be more human, marketers should use data to create more human experiences and think small with short, consumable pieces of content.
Authenticity and a personal touch are the best way to build trust and loyalty with customers. Embrace personalization and authentic communication to create better customer experiences in 2021.
Earn Your Customers' Trust: How to Use Personalization and Authenticity to Reach Audiences
Don't worry ... it's FREE!
Discover the power of personalization in B2B marketing. Learn how personalization tech, tools, and tactics can transform campaigns and boost customer engagement and conversions. Read more.
Explore essential B2B marketing approaches for engaging and connecting with the next generation of B2B buyers—a digital-first generation that values authenticity and seamless customer experience. Learn more.
Learning about the psychological tool of persuasion—and how best to use it in your marketing materials—can serve as a powerful pathway to influencing customer behavior, relationships, and sales. Get started here.
By making community a core part of your strategy, your brand can create better products and achieve higher engagement and retention rates. But building your community on someone else's platform is full of risk.
Today, most people expect brands to foster open channels that enable businesses to actively listen to feedback, address concerns promptly, and personalize user experience. A channel that has proven adept at doing all that and more is a brand online community.
How do you strike the right balance between delivering personalized marketing experiences and protecting user privacy? Is it a zero-sum game in which one goal undermines the other, or can they harmoniously coexist?