Trust Marketing

What is Trust Marketing?

The main principle is exchanging value between brand and consumer.

The value the consumer has to offer is either time, or preference. Or both.
Time can mean attention, participation, support, or other valuable assets that can help a brand. Preference is obviously the most valuable a consumer had to offer.

The value a brand has to offer is support the consumer at self actualisation. Considering many consumers are fed up with meaningless advertising and cheap marketing (e.g. pricecuts) brands need to consider offering consumers something of meaning. To help the consumer on its path to -ultimately- self realisation.

Social and mobile media wil empower the brand and consumer in this priciple of trust.


When is Trust Marketing effective?

Brand that are capable of converting the brand preference of a customer into participation and social reach will have to spend less on advertising. Part of these savings kan be invested in social consumer relevant issues or in personal support of the consumer.

Succesfull contributive marketing will increase the consumers brand preference even more. It will boast the self estime of the brand (the organisation, the people) and it will boast the confidence in a post credit crunch overconsumption society.