Trust and the marketing art of the opt-in

trust & the marketing art of the opt-in Thom Poole Head of Portal – e-CRM

trust & the marketing art of the opt-in ethical e-marketing in a modern age Thom Poole – September 2003

agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1 © Thom Poole 2003

data privacy ,[object Object],[object Object],[object Object],[object Object],[object Object]

data privacy – personal space! Remember this? A linear model of communication (based on Schramm (1995) and Shannon & Weaver (1962) – from Fill (1999))

data privacy – the spam debate ,[object Object],[object Object],[object Object],Results of an online survey by the Marketing Society, 2003

international differences ,[object Object],2 © Thom Poole 2003

international differences ,[object Object],[object Object],[object Object],[object Object]

international differences – ‘Safe Harbour’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(from Tran & Atkinson, 2002)

friendship = trust ,[object Object],[object Object],3 © Thom Poole 2003

friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998)

friendship = trust ,[object Object],[object Object],[object Object],Trust-focused value chain (adapted from Porter, 1998) Profit

trust in marketing ,[object Object],[object Object],4 © Thom Poole 2003

trust in marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Niall FitzGerald, Chairman of Unilever in an address to the Advertising Association, May 2001

trust in marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],(Nakra, 2001)

trust in marketing – trusted brands ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

using customer information ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

the marketing art of the opt-in ,[object Object],[object Object],[object Object],[object Object]

Trust and the marketing art of the opt-in

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Trust and the marketing art of the opt-in