{"id":64363,"date":"2021-10-21T05:59:38","date_gmt":"2021-10-21T12:59:38","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=64363"},"modified":"2021-10-21T05:59:38","modified_gmt":"2021-10-21T12:59:38","slug":"trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/","title":{"rendered":"Trusted Tech: How Transparency and Accountability Play a Role in Modern Marketing"},"content":{"rendered":"\n<p>According to Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/research\/salesforce-state-of-the-connected-customer-4th-ed.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">State of the Connected Customer<\/a> report, 89% of customers are more loyal to companies they trust and 65% have stopped buying from companies that did something they consider distrustful.&nbsp;<\/p>\n\n\n\n<p>Needless to say, for marketers, building trust is key.&nbsp;<\/p>\n\n\n\n<p>A big part of our work at Salesforce is to help businesses reach customers with effective marketing \u2014 especially in light of growing demand for features and services built on real-time personalization.<\/p>\n\n\n\n<p>By diving deep into the first-hand challenges we\u2019ve seen businesses navigate, and the data behind strong customer relationships, our teams discovered that<strong> transparency <\/strong>and <strong>accountability<\/strong> are critical tenets of building trust for brands..&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-data-got-to-do-with-it\">What\u2019s data got to do with it?<\/h2>\n\n\n\n<p>Information \u2014 about people, trends, and connections \u2014 is the foundation for customer relationships that build stronger and more engaged businesses. And, today\u2019s technology makes it easier than ever for companies to solicit this data.&nbsp;<\/p>\n\n\n\n<p>In fact, Salesforce\u2019s <a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/reports\/salesforce-research-seventh-state-of-marketing-V2.pdf\" target=\"_blank\" rel=\"noreferrer noopener\">7th State of Marketing report<\/a><a href=\"https:\/\/www.salesforce.com\/content\/dam\/web\/en_us\/www\/documents\/reports\/salesforce-research-seventh-state-of-marketing-V2.pdf\"> <\/a>shows that 78% of high performers say they use a customer data platform (CDP). That\u2019s compared to just 58% of underperformers.<\/p>\n\n\n\n<p>But to protect customers and build trust, data-driven personalization needs clear and transparent guardrails for data use and storage. What makes those safety and privacy features successful is an ever-evolving question, but we\u2019ve identified some established ways to build trust, including:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Making sure that people know what data is being collected, when, and any options they have to opt out.&nbsp;<\/li><li>Providing publicly-available insights into the steps taken to secure and manage data.&nbsp;<\/li><li>Delivering well-targeted personalization so that the data collected translates to real value for the consumer.&nbsp;<\/li><\/ul>\n\n\n\n<p>Each of these steps puts the focus on human privacy, dignity, and agency, while also improving a marketer\u2019s ability to reach customers where they are.&nbsp;<\/p>\n\n\n\n<p>Of course, this kind of trust-centered innovation is not new. Take the internet security industry as an example. Thirty years ago, there were no standard security reviews or requirements for tech products. Now, red-teaming is the norm and you can\u2019t ship a product without first testing for security issues.&nbsp;<\/p>\n\n\n\n<p>The challenge is moving from unknown waters to an industry standard.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Building trust requires an intentional strategy<\/h2>\n\n\n\n<p>It\u2019s clear that bringing users into the process of defining how businesses use their data is crucial for maintaining the trust that influences consumer decisions. With privacy, brand reputation, and the bottom line all at stake, a proactive plan is the best way to reach the goal of being transparent and accountable with data.&nbsp;<\/p>\n\n\n\n<p>Transparency, achieved by actively making consumers aware of how data is sourced, evaluated, and protected, builds trust in a company\u2019s efforts. Accountability, which can include inviting feedback and enforcing ethical guidelines, gives customers confidence in a company\u2019s commitment to being even better tomorrow.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Salesforce Interaction Studio empowers marketers to build trust<\/h2>\n\n\n\n<p>Salesforce is no stranger to the power and perils of data-centered marketing. Our 1-1 engagement product, Interaction Studio, is designed to leverage information while empowering marketers to product their customers.&nbsp;<\/p>\n\n\n\n<p>The <a href=\"https:\/\/sfdc.co\/EthicalDataUse\" target=\"_blank\" rel=\"noreferrer noopener\">Interaction Studio Marketer\u2019s Guide to the Ethical Use of Data<\/a> is one of a series of resources designed to empower Salesforce customers, partners, and community members with the information they need to stand out as organizations their customers can count on. By working together to take tech further \u2014 without leaving ethics behind \u2014 we can create a world where trusted enterprise isn\u2019t just possible, but the standard.&nbsp;<\/p>\n\n\n\n<p>Navigating the complex world of technology, ethics, and trust isn\u2019t always easy, but proactive guardrails and information sharing mean that marketers don\u2019t have to do it alone. Join us on our journey to build trust in what businesses can accomplish \u2014 together.&nbsp;<\/p>\n\n\n\n<p><strong>More information<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Download the Interaction Studio Marketer\u2019s Guide to the Ethical Use of Data <a href=\"https:\/\/sfdc.co\/EthicalDataUse\" target=\"_blank\" rel=\"noreferrer noopener\">here<\/a>.<\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"<p>According to Salesforce\u2019s State of the Connected Customer report, 89% of customers are more loyal to companies they trust and 65% have stopped buying from companies that did something they consider distrustful.&nbsp; Needless to say, for marketers, building trust is key.&nbsp; A big part of our work at Salesforce is to help businesses reach customers [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":64364,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"sf_subhead":"","sf_i18n_disclaimer":false,"_jetpack_memberships_contains_paid_content":false,"alternateThumbnailId":0,"sf_product_cta_id":0,"footnotes":""},"categories":[],"tags":[],"sf_content_type":[3994,4043],"sf_theme":[3979],"sf_topic":[],"sf_product":[],"sf_industry":[],"sf_role":[],"sf_multimedia_asset":[],"sf_location":[3992],"sf_collection":[],"sf_visibility":[],"coauthors":[4157],"class_list":["post-64363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_content_type-snapshots","sf_content_type-snapshots-research","sf_theme-customer-engagement","sf_location-amer"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Trusted Tech: How Transparency and Accountability Play a Role in Modern Marketing - Salesforce<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Trusted Tech: How Transparency and Accountability Play a Role in Modern Marketing\" \/>\n<meta property=\"og:description\" content=\"According to Salesforce\u2019s State of the Connected Customer report, 89% of customers are more loyal to companies they trust and 65% have stopped buying from companies that did something they consider distrustful.&nbsp; Needless to say, for marketers, building trust is key.&nbsp; A big part of our work at Salesforce is to help businesses reach customers [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"Salesforce\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/salesforce\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-10-21T12:59:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/TrustedTech.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@salesforcenews\" \/>\n<meta name=\"twitter:site\" content=\"@salesforcenews\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Leah Koshiyama and Benjamin Lederer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\"},\"author\":[{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#\/schema\/person\/image\/6eb09e550456b998903686bb30da326c\"}],\"headline\":\"Trusted Tech: How Transparency and Accountability Play a Role in Modern Marketing\",\"datePublished\":\"2021-10-21T12:59:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\"},\"wordCount\":650,\"publisher\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/TrustedTech.jpg\",\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\",\"url\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\",\"name\":\"Trusted Tech: How Transparency and Accountability Play a Role in Modern Marketing - Salesforce\",\"isPartOf\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/TrustedTech.jpg\",\"datePublished\":\"2021-10-21T12:59:38+00:00\",\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/stories\/trusted-tech-how-transparency-and-accountability-play-a-role-in-modern-marketing\/#primaryimage\",\"url\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/TrustedTech.jpg\",\"contentUrl\":\"https:\/\/www.salesforce.com\/uk\/news\/wp-content\/uploads\/sites\/5\/2022\/10\/TrustedTech.jpg\",\"width\":1200,\"height\":675,\"caption\":\"agents of change\"},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.salesforce.com\/uk\/news\/#website\",\"url\":\"https:\/\/www.salesforce.com\/uk\/news\/\",\"name\":\"Salesforce\",\"description\":\"Get the latest Salesforce press releases, announcements, stories, and media contacts. 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