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Trust in Marketing - S716
Partner, Marketing Transformation & Adobe Alliance Leader, PwC
Chief Marketing Officer, PwC
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ABOUT THE SESSION
Trust. The phrase conjures up very concrete expectations while remaining paradoxically illusive in specificity. This is also true in marketing, where trust is seen as foundational to everything from brand development to customer engagement. And yet we lack a common approach to defining the thresholds of trust, let alone a common approach to engendering trust. What we do know is that the concept of trust significantly influences buying behavior and loyalty on the part of both consumers and business buyers. Which steps can brand owners take to make trust a reliable cornerstone in their marketing operation? We contend that effective trust-based marketing must adhere to four key trust principles:
- Pervasive customer centricity
- Consistent fidelity to the professed company values and brand promise
- Prevailing customer journey design
- Responsible custodianship over and use of customer data
Public Track: Powering your Digital Business with Adobe Experience Cloud
Technical Level: General Audience
Presentation Style: Thought Leadership
Audience Type: Advertiser, Campaign Manager, Creative Leader, Digital Marketer, Email Marketer, Marketing Executive, Mobile Marketer, Segmentation Specialist, Audience Strategist, Channel Marketer, Commerce Executive, Content Marketer, Social Marketer, Web Marketer, Commerce Marketer/Merchandiser, Product Manager, Marketing Practitioner, Operations Executive, Media Planner
Industry Focus: Advertising/Publishing, Automotive, Commerce, Consulting/Agency, Consumer Goods, Education, Financial Services & Insurance, Healthcare/Lifesciences, High Tech, Industrial Manufacturing, Media & Entertainment, Professional Services, Retail, TV/Broadcast, Telecommunications, Travel & Hospitality, Distribution/Wholesale
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