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Control, Quality, Relevancy Key to Establishing Consumer Trust

As online merchants and marketers search for the shifting line between invasion of privacy and effective targeting to consumers, a new study by the Ponemon Institute, a research institute dedicated to privacy management practices in business and government, has published an analysis of how online marketers can build and capitalize on trust through their communication with consumers. The Online Permissions Survey, sponsored by Dotomi, is based on 1,799 responses from Internet users in all major regions of the United States.

The Internet has quickly developed into a ubiquitous presence in commerce, and the public's perception of online marketing and merchants continues to evolve. Consumers are becoming more comfortable with buying online, but remain wary of sharing vital information such as credit card numbers with merchants they don't trust. Building and retaining trust with consumers is therefore critical for online merchants to succeed, and the survey found that trust is significantly correlated to improving the relevance of communication with consumers:

This, of course, points to Dotomi's business model which is opt-in, on page banner ad messaging. Dotomi works to bring publishers, advertisers and consumers together for a permission-based relationship that adds value to publisher's advertising programs, advertiser's targeting efforts and consumer's move towards control over media consumption.

Written by Steve Hall    Comments (0)     Jan-10-05  

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