Give consumers opt-in experiences to build trust and loyalty

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 03, 2020, 10:36 AM UTC

Gaining consumer confidence is difficult in current times.

This article suggests ways in which companies can build consumer confidence and loyalty in times when consumer trust is “tanking”. Ensuring end-to-end transparency is one measure suggested. This can be achieved by allowing consumers to “buy into a brand” by providing them tools using which they can “trace supply chains” and be aware of the “realities of production”.

Brands need to give consumers control over their own data. This can be done by providing opt-in experiences and incentivising the exchange of insight and control through rewards, incentives and convenience.

The author recommends that companies “commit to being a force for positive change”. Companies could introduce consumers to impact-driving initiatives through socially-conscious narratives while delivering compelling entertainment.

Read the original article

[4 minute read]