The Tidal Shift.
The incoming wave of trust vs the outgoing tide of attention
The shift is happening now.
Results are plummeting, content is exploding, and attention is collapsing.
Why?
There is a massive shift in getting visibility and new growth, from the era of attention to a new era of trust.
Brands that understand that it’s no longer a sequence of Know -Like- Trust.
The new imperative has flipped!
Trust - Like- Known
It starts with earning Trust, then I will like you IF you do what you promise, or better than your promised…
Only then will you be known.
Word of mouth, reputation, community and circles of trust from individuals to yes even Ai Agents are now the center of visibility.
Work in progress
Gartner 2024 Marketing Predictions: Build Consumer Trust, and Exploit GenAI
Chief marketing officers and marketing leaders face unprecedented challenges in 2024. Diminishing trust in traditional social media platforms and growing skepticism toward generative AI (GenAI) technologies are reshaping consumer interactions.
These shifts pose significant hurdles for CMOs already grappling with the demand to achieve more with fewer resources. At the same time, these challenges present unique opportunities.
Marketers can leverage GenAI to boost efficiency and foster a culture of creativity, or they can stand out by deliberately rejecting tech trends in favor of more traditional approaches.
“Brands will be facing deep challenges in the turbulent time between the current age of attention and the rising new tide of trust.
Trust has always been important, but now it will become critical to the decisions of all stakeholders. The new era of the values economy, where discerning dollars are spent on goods and services that align with their values.
Purchase decisions are becoming an investment beyond the transaction, to a deeper desire to support an ethos.
Maintaining these values and now building and transforming trust is the next imperative mechanism for growth, loyalty and ultimately building a groundswell.
Scott A. Martin