Concepts like “building trust” and “presenting a consistent brand” don’t get as much attention as they should.
Actually, let’s rephrase that. They get lots of attention but—while many marketers know they need to take these things into account—they’re not exactly sure how or why.
It’s easy to measure the ROI of an AdWords campaign or an email blast to 10,000 prospective clients. Measuring the ROI of being a trustworthy brand? Not so much. Because of that, soft marketing techniques like these sometimes get ignored…
