How companies manage, secure and share data is fast becoming the determining factor in the level of trust between them and their users. Governments are introducing new regulations, like the EU General Data Protection Regulation that will come into power in May of 2018, but it’s still the role of digital marketers to build trust.
Brands that use data ethically, maintain transparency, embrace authenticity and work at building consistent relationships with their users, will be considered true content collaborators by the public. The growing role of trust online confirms the fact that digital marketers are actively working at creating new and mutually beneficial relationships with consumers, rather than simply letting compliance drive their decisions. 2018 is the year that marketers will bridge the gap in trust between brands and consumers.
In a recent article in AdWeek, Steven Wolfe Pereira said that “it’s time to shift the conversation from data to identity.” This means that intelligent marketers across industries need to take control of conversations around data by combining science and art, moving conversations past data to identity, and forming new relationships of trust with consumers. Influencer marketing and social listening are now indispensable. At JIN, we use our in-house tool Plugr, to help brands and individuals easily analyse conversations and media in real-time and extract quality, highly useable consumer data.
In our globally connected world, brands can’t afford to neglect their international digital marketing strategy. When we consider the constantly evolving technologies, social media platforms, viral videos and predictive data of the online landscape coupled with changes in user behaviours (online trust, purchasing habits and influence), the importance of building a strong, trusted brand that’s pertinent in today’s digital age is paramount.
As technology increasingly becomes an integral part of our lives, the significance of digital trust continues to grow. Our recent 2017 Digital Trust Index, conducted in partnership with OpinionWay, explores the levels of trust in digital among European internet users. Overall, online trust has increased from 8% to 15% this year, with health and ecommerce coming in as the most trusted sectors.
Interestingly, this evolution increases the gap—already noticeable in last year’s results—between digital trust levels in France, the UK and Germany. The level of trust in the health industry is progressing very slowing in France (reaching only 50% this year) in comparison with the UK or Germany, where levels of trust reached 58% and 60% respectively. The study found that French people tend to be more hesitant when looking for health information online, and companies in the healthcare sector may find it more challenging to build relationships of trust with French internet users.
The reality of today’s digital economy is that companies collect customer data from a variety of sources, from customer accounts to commercial or data-sharing partnerships, connected and wearable devices and third-party data suppliers. This unprecedented access to data provides insights that are exponentially more personal and, ultimately, more valuable for brands than ever. Consumers simultaneously have unprecedented visibility into the inner workings of the companies with which they do business and the brands they purchase from.
An on-the-ground European communications agency can help you understand and overcome the many challenges faced when operating on the continent, and to develop reliable influencer marketing, PR and 360° marketing strategies to gain and retain local customer loyalty. With 47 countries, the EU remains the most successful experiment in economic, social and political integration in human history. No global citizen, business leader or brand can effectively operate in Europe without a solid understanding of its unique—but conflicting—history of integration and fierce local loyalty. Understanding culture, behavior patterns in relation to online platforms and the subtleties of developing a local digital strategy are the keys to successful international marketing.
We created JIN to help with these challenges. With a recently opened New York office, various offices across Europe (in Paris, London and Hamburg) and strong relationships with local partners, we’re able to build smart communication strategies both within the European market and worldwide. Maintaining good relationships with our networks allow us to operate in places where we aren’t physically present while staying flexible in the services we’re able to offer our client. After working with veterinary brand Virbac for three months on a Spanish influencer strategy (doubling expected results for a total 5 million views), we are now supporting them in their new campaign, entitled “Mal Élevé, pas forcément !”, in France and Australia, with the possibility of re-creating the campaign throughout other European countries.
Looking to expand into the European market? Don’t hesitate to contact us to discuss your needs and current challenges. Our consultants can provide creative and result-oriented ideas and strategies to support your marketing goals.