WHAT

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Trust Based Marketing on the Internet

• State of the Art
• Trust based marketing concept
• Trusted advisor
• Implementation
• Summary

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Trust and Internet Marketing

• Belief -- Confidence -- Reliance -- Trust
• Trust Building Process
• Good Marketing -- Consultative Selling --
• Relationship

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Trust

• It is based on results - demonstrate you work in
  customers interest
• It is difficult to earn and easy to lose

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Trust Based Marketing

• Concept
• Trust process / cues
• Best practice on trust

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Trust in Web Internet Site Process
Trust in Expert
Trust in Information Data Community GUI
Trust in Fulfillment
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Correlates of Site Trust

• 100 cues
• 5 Factors Importance
• Professional .39
• Navigation .29
• Brand .23
• Privacy/Security .23
• Fulfillment .23

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Trust Based Advisor

• Design
• Session
• Market research
• Improvement
• Implementation

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Figure 3A. Overall Architecture
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Figure 3B. Meet the Mayor
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Figure 4. Mechanic Introduction
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Figure 5. Advisor Dialogue
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Figure 6. Constant Sum Preferences
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Figure 7A. Personal Showroom
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Figure 7B. Information Options
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MARKET RESEARCH Advisor Evaluation
1) 78.4 Agree that overall site is
trustworthy. 2) 68.5 Went to advisor first in
Trucktown. 3) 82.4 Trust the advisor. 4)
94.4 agree that they believed information in
Trucktown. 5) 88.1 Agree that advisor
recommended trucks that fit their needs.
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MARKET RESEARCH Advisor Evaluation
6) 59.4 agree that advisor suggested new
alternatives. 7) 87.7 would consider buying one
of the recommended trucks on internet. 8)
Would be willing to pay 100 more in price for
search.
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ADVISOR ALTERNATIVES

• Power vs. Ease of Use
• Kana
• eTown
• Active Buyers Guide
• Frictionless Commerce Inc.
• cost
• In house vs. outside source

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HOW MUCH TRUST?
TRUST BUILDING
FULLY TRUST BASED
PUSH/SELL
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MARKETING ELEMENTS

• Sales Approach
• Products Offered
• Information
• Advertising
• Price
• Service
• Time Frame

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BENEFITS OF TRUST BASED INTERNET MARKET

• Get out of price only competition
• Replicate best sales person
• Reach new segment
• Global expansion
• Consultative selling / loyalty
• Relationship
• Cross selling

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FIVE STEPS FOR BUILDING TRUST
1. Maximize trust cues on your site 2. Use
advisor technology 3. Provide unbiased and
complete information 4. Include competitive
products 5. Keep your promise
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PUSH
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CONCLUSION
Trust - Big Potential Element in Growth of
eMarketing