With 2016 coming to a close, it’s time for marketers to think about the past year. Was it the year we pushed our industry toward a better future, or just another year with minimal change?
As the year progressed, two key themes continued to drive the conversation throughout the industry: trust and transparency.
Where would we be without trust? Truly think about that for a moment. Customers need to be able to trust a brand before they are willing to engage, or the brand risks losing their business. And building trust is easier said than done; building and maintaining trust means ensuring that you’re being transparent with your clients and customers.
There were several news stories this year which affected the industry, some in a not-so-positive way. But we can take these events and look at them as teachable moments and lessons learned that will move our industry forward — they all touch on trust and transparency.
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