Building trust with empowered consumers

May 25, 2010 | Internet Marketing

Rather than simply trusting experts or putting faith in brands, Internet users expect to do their own research and comparison shopping using many sources.

The Internet and its increasingly social technologies have put more power into the hands of consumers. They can easily conduct their own product research, get advice and read reviews from peers, and broadcast their own complaints if they have a bad experience. According to the “Your Brand: At Risk or Ready for Growth” report from marketing services company Alterian, these technological changes have led to skepticism and cynicism in consumers.

Rather than simply trusting experts or putting faith in brands, Internet users expect to do their own research and comparison shopping using many sources.

Nearly every respondent to Alterian’s survey did their own research and comparisons before a purchase at least sometimes, and 71% said they looked for as many information sources as possible to verify their findings.

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