Trends Report

How Will People Trust You?

Why Contextual Privacy Is The Next Differentiator Of Mobile And Connected Experiences

June 10th, 2015
Thomas Husson, Vice President, Principal Analyst
Thomas Husson Vice President, Principal Analyst
Fatemeh Khatibloo, null
Fatemeh Khatibloo
With contributors:
J. P. Gownder , Enza Iannopollo , Luca Paderni , Kasia Madej

Summary

Trust is the most critical component to develop and maintain a healthy brand. Customers are more likely to trust experts, friends, and relatives than marketing campaigns. B2C marketers must deliver visible value with their brands and do so consistently across all channels with mobile taking a lead role. As marketers will need to use more personal data to power mobile and contextual experiences, we expect consumer distrust for brands to increase. This report looks at why privacy differs on mobile devices and shares early examples of brands building trusted experiences by using contextual privacy as a differentiator.

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