Build Trust, Increase Transactions
The idea of building trust with consumers is not a new one. Since the Consumer Era began in the 1960s, marketers have tried a million different ways to press their consumers’ trust button.
But that’s the thing. It’s pressing buttons – using trust as a one-way vehicle to garner more transactions, rather than fostering it as a fundamental, essential and independent pillar of sustainable brand/customer relationships.
That’s where the imc² ME + YOU model is different. In our approach, both trust and transactions are distinct and vital dimensions of the brand relationship.
Like both halves of the human heart, brands cannot thrive in this radically shifting marketing landscape without both sides working at full capacity.
In the Relationship Era, a brand that has high transactions but no trust will ultimately fail as they spend precious dollars on campaign after campaign to attract and retain customers. On the flip side, an independent focus on trust must be paired with a continued focus on transactions. Both are critical elements to the sustainability of the relationship.
Because trust and transactions are distinct dimensions of the brand relationship, we can view them on two axes. We call it the imc² Brand Sustainability Map™. Find out where some well-known brands fall. ►
Product Era:
The focus is on transaction.
Consumer Era:
The focus is still on transaction, but the idea of trust enters the dialogue as a way to convince people to transact more.
Relationship Era:
Trust between brands and consumer is mutual http://relationshipera.com/2009/12/04/the-message-in-the-relationship-era/. Trust and transactions are seen as distinct, and both are important.
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