Online Marketers Must Work To Build Consumer Confidence

Online marketers must work to boost trust and confidence among their consumers if they are to increase the success of their campaigns, according to the Chartered Institute Of Marketing (CIM).

Mike Johnston, international chairman of the CIM, has called on marketing professionals to understand the implications of being trusted in order to continue doing business online, arguing that “lack of trust can be a major barrier to online trading” for both customers and suppliers.

The CIM believes that marketers must work to ensure that their websites carry extra protection with secure areas to gain consumer trust and confidence in their online initiatives. Johnston said: “Marketing professionals cannot afford to ignore the implications of customer confidence, it will become a key differentiator.”

Last month the Email Marketing Association and the Direct Marketing Association announced plans to merge in a bid to promote best practice in email marketing (see DMA And Email Marketing Association To Merge). Mike Colling, managing director of direct marketing agency, Mike Colling & Company argues that the merger reflects the importance of email within the marketing mix and highlights the need for mass marketers to ensure they promote and reinforce best practice in email (see NewsLine Column: Email Makes Its Mark).

Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk

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