Earn Your Customers' Trust: How to Use Personalization and Authenticity to Reach Audiences

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.