PowerPoint PresentationSlide 2Slide 3Slide 4Slide 5Slide 6Slide 7Correlates of Site TrustSlide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20Slide 21Slide 22ADVISOR ALTERNATIVESSlide 24MARKETING ELEMENTSSlide 26Slide 27Slide 28CONCLUSIONTrust Based Marketing on the Internet•State of the Art•Trust based marketing concept•Trusted advisor•Implementation•SummaryTrust and Internet Marketing•Belief -- Confidence -- Reliance -- Trust•Trust Building Process•Good Marketing -- Consultative Selling --RelationshipTrust•It is based on results - demonstrate you work in customer’s interest•It is difficult to earn and easy to loseTrust Based Marketing•Concept•Trust process / cues•Best practice on trustTrust in WebInternetSiteProcessTrust in ExpertTrust in InformationDataCommunityGUITrust in FulfillmentCorrelates of Site Trust•100 cues•5 Factors Importance–Professional .39–Navigation .29–Brand .23–Privacy/Security .23–Fulfillment .23Trust Based Advisor•Design•Session•Market research•Improvement•ImplementationFigure 3A. Overall ArchitectureFigure 3B. Meet the MayorFigure 4. Mechanic IntroductionFigure 5. Advisor DialogueFigure 6. Constant Sum PreferencesFigure 7A. Personal ShowroomFigure 7B. Information OptionsMARKET RESEARCH: Advisor Evaluation1) 78.4% Agree that “overall site is 1) 78.4% Agree that “overall site is trustworthy.trustworthy.2) 68.5% Went to advisor first in 2) 68.5% Went to advisor first in Trucktown.Trucktown.3) 82.4% “Trust” the advisor.3) 82.4% “Trust” the advisor.4) 94.4% agree that they believed 4) 94.4% agree that they believed information ininformation in Trucktown. Trucktown.5) 88.1% Agree that advisor 5) 88.1% Agree that advisor recommended trucksrecommended trucks that fit their needs. that fit their needs.MARKET RESEARCH: Advisor Evaluation6) 59.4% agree that advisor suggested 6) 59.4% agree that advisor suggested newnew alternatives. alternatives.7) 87.7% would consider buying one 7) 87.7% would consider buying one of theof the recommended trucks on internet. recommended trucks on internet.8) Would be willing to pay $100 more 8) Would be willing to pay $100 more in price forin price for search. search.ADVISOR ALTERNATIVES•Power vs. Ease of Use–Kana–eTown–Active Buyers Guide–Frictionless Commerce Inc.•cost•In house vs. outside sourceHOW MUCH TRUST?PUSH/SELLTRUST BUILDINGFULLY TRUST BASEDMARKETING ELEMENTS•Sales Approach•Products Offered•Information•Advertising•Price•Service•Time FrameBENEFITS OF TRUST BASED INTERNET MARKET•Get out of price only competition•Replicate best sales person•Reach new segment•Global expansion•Consultative selling / loyalty•Relationship•Cross sellingFIVE STEPS FOR BUILDING TRUST1. Maximize trust cues on your site2. Use advisor technology3. Provide unbiased and complete information4. Include competitive products5. Keep your promisePUSHCONCLUSIONTrust - Big PotentialElement in Growth of