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Transcript
Trust Based Marketing on the Internet
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State of the Art
Trust based marketing concept
Trusted advisor
Implementation
Summary
Trust and Internet Marketing
• Belief -- Confidence -- Reliance -- Trust
• Trust Building Process
• Good Marketing -- Consultative Selling -Relationship
Trust
• It is based on results - demonstrate you work in
customer’s interest
• It is difficult to earn and easy to lose
Trust Based Marketing
• Concept
• Trust process / cues
• Best practice on trust
Trust in Web
Internet
Site
Process
Trust in Expert
Trust in Information
Data
Community
GUI
Trust in Fulfillment
Correlates of Site Trust
• 100 cues
• 5 Factors
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Importance
Professional
Navigation
Brand
Privacy/Security
Fulfillment
.39
.29
.23
.23
.23
Trust Based Advisor
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Design
Session
Market research
Improvement
Implementation
Figure 4. Mechanic Introduction
Figure 5. Advisor Dialogue
Figure 6. Constant Sum Preferences
Figure 7A. Personal Showroom
Figure 7B. Information Options
MARKET RESEARCH: Advisor
Evaluation
1)
2)
3)
4)
78.4% Agree that “overall site is trustworthy.
68.5% Went to advisor first in Trucktown.
82.4% “Trust” the advisor.
94.4% agree that they believed information in
Trucktown.
5) 88.1% Agree that advisor recommended trucks
that fit their needs.
MARKET RESEARCH:
Advisor Evaluation
6) 59.4% agree that advisor suggested new
alternatives.
7) 87.7% would consider buying one of the
recommended trucks on internet.
8) Would be willing to pay $100 more in price for
search.
ADVISOR ALTERNATIVES
• Power vs. Ease of Use
–
–
–
–
Kana
eTown
Active Buyers Guide
Frictionless Commerce Inc.
• cost
• In house vs. outside source
HOW MUCH TRUST?
PUSH/SELL
TRUST
BUILDING
FULLY
TRUST
BASED
MARKETING ELEMENTS
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Sales Approach
Products Offered
Information
Advertising
Price
Service
Time Frame
BENEFITS OF TRUST BASED
INTERNET MARKET
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Get out of price only competition
Replicate best sales person
Reach new segment
Global expansion
Consultative selling / loyalty
Relationship
Cross selling
FIVE STEPS FOR BUILDING TRUST
1.
Maximize trust cues on your site
2.
Use advisor technology
3.
Provide unbiased and complete information
4.
Include competitive products
5.
Keep your promise
CONCLUSION
Trust - Big Potential
Element in Growth of eMarketing