Marketing's image problem: why brands need to grow trust
Lena RolandWarc
There is currently "a perfect storm" around personal data, according to Alan Mitchell, strategy director at specialist consultancy firm Ctrl-Shift. Consumers are suspicious of companies' wishes to collect data and marketers typically fail to explain why they want that data, or even to make clear that they are actually collecting it.
Mitchell was speaking at The Personal Information Economy 2015, a conference held in London in December 2015. The subtitle of "Growth through trust: the rise of Me2B commerce" highlighted the main theme of the day. Recent research...