Consumer Confidence in Communication

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E-mail, social media, text and instant messaging, and other forms of electronic communication are here to stay. When these technologies were first emerging, many businesses had to make a decision about whether or not they would engage their clients and customers using these new platforms. Some decided to take the plunge right away, while others held back to see whether these were passing fads or whether they would become important communication tools.

Fast forward to 2018, and it would be hard to find any business owner that would make the case that all these electronic tools are a mere passing fad. More than likely, you’ll find just about any business you can think of – of any size – leveraging these tools to some extent.

So, now that these forms of communication are here to stay, consumers of these media have started to pay attention to how they work. They’re no longer in an awed stupor about the “wizardry” of these new technologies; they’ve moved past that, and they’re starting to ask questions. These consumers want to know things like, “what does Google do with my data?” They are asking, “What does Facebook know about me, and who do they share that information with?” For the first time since the advent of all these tools, the majority of the general population is aware of issues regarding data privacy, data protection, and data sharing.

So, what does this mean to you as a small or medium-sized business owner as you undertake your digital marketing efforts? Permit us to suggest two things:

First, these technologies and communication tools are truly here to stay. People are asking questions and paying attention to how they work more than ever, but they’re not abandoning them by any means. Social media and electronic communication companies have worked hard to provide transparency, answer questions, and give users tools so that they are in charge of their own decisions regarding their own data, and the public has responded favorably. In a way, these companies have had their first real “trial by fire,” and they’ve come away stronger than ever. As a business owner, it still is and will continue to be very important to engage your audience on the platforms they are using.

Second, it means that, as a business owner utilizing these technologies, you need to be very respectful of how you use your clients’ and customers’ electronic data and that you respect their communication preferences. They will notice these things even if they didn’t as little as five years ago. An unsolicited, unwanted spam e-mail that may have gone unnoticed in the past may now give them pause about the integrity of your company. When you ask them to sign up to receive communications, they may want to know exactly how you intend to use their personal information, and you should be prepared to give them a satisfactory answer. Now more than ever, being intentional, respectful, and responsible with data and electronic communication is vital to the life of your business.

At Vertz Marketing, from our very beginning, we’ve made it our top priority to be ethical and honest when we assist our clients with their SEO and digital marketing efforts. Not only is it the right thing to do, we really think that it’s the best way we can help your business grow and thrive. If you have questions about putting together a digital campaign for your business that will yield results while also securing your clients’ and customers’ confidence in you, give us a call today and let us get to work for you.

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