Good morning: Trust the experience

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Good morning, Marketers, and which comes first…trust or experience?

Good experience gives customers what they want, bringing them closer to a sale, seamlessly. And that builds trust because it lets a customer know that the brand understands.

Take this new study from Oracle, created in partnership with Brent Leary at CRM Essentials. It says that 37% of consumers trust social media influencers over brands. Also, 84% of Gen Z has purchased products in direct response to social media content, compared to only 46% of Boomers.

If Gen Z is an audience for your brand, don’t be offended. Most Gen Zers know that you’re giving the influencer perks in exchange for brand love. They may even have as a life goal to be a big enough creator one day to do the same.

The main task at hand, though, is for brand, influencer and social platform to make it seamless for the consumer to do what they want, which is to buy easily. Younger consumers have plenty of trust to go around. They just want you to give them the buy button.

Chris Wood,

Editor

Quote of the day. “It’s more important to have a website that can change tomorrow than it is to have a website that is exactly right today.” Steve Persch, director of technical marketing at Pantheon, in his presentation at The MarTech Conference.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.