Companies are becoming aware of this pressing problem and aligning their business and marketing strategies along these lines to counteract the general suspicion of the part of the potential users and buyers of their products. These horrifying figures regarding the increasing trend of identity theft have created a general air of mistrust. People have gotten suspicious and cautious of even the most authentic firms and companies. These figures have adversely affected all areas of the businesses, however, the arena that is most badly affected is marketing- direct marketing to be more precise. Initially direct and digital marketing was seen to be aiding in the growth of all the business’ s aspects including the return on investment, sales generation, and employment.
The Direct Marketing Associations yearly report, The Power of Direct Marketing confirmed these statements. Until a few years back, up to 5.5% increase in response rates was seen and expected in commercial email, Internet marketing, and direct mail. However, the scenario has changed in the face of marketing recent growth of all the identity crimes and theft resulting as a result of the pseudo direct marketers.
There was a time when companies invested in their direct mail marketing and digital marketing because of its favorable consequences. The internet with its introduction of digital marketing has brought a revolutionary change in the way the transaction and other business processes take place. The recent wave of identity theft and other e-crimes has made the customers wary of doing business online. The customers of today are very well-informed and somewhat cynical about the business that takes place online. The trust can be regarded as the most valuable asset that a company can own when it comes to digital marketing.
According to Smith and Brogan (2009), if a company can gain the trust of its digital customer base, it can greatly work to enhance its brand.
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