Trust & transparency: Why we need it more than ever in 2017

With 2016 coming to a close, it’s time for marketers to think about the past year. Was it the year we pushed our industry toward a better future, or just another year with minimal change?

As the year progressed, two key themes continued to drive the conversation throughout the industry: trust and transparency.

Where would we be without trust? Truly think about that for a moment. Customers need to be able to trust a brand before they are willing to engage, or the brand risks losing their business. And building trust is easier said than done; building and maintaining trust means ensuring that you’re being transparent with your clients and customers.

There were several news stories this year which affected the industry, some in a not-so-positive way. But we can take these events and look at them as teachable moments and lessons learned that will move our industry forward — they all touch on trust and transparency.

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Carl Erik Kjærsgaard is CEO and Co-Founder at

Blackwood Seven

, a media agency and analytics platform which strives to increase the effect of company’s media spend using predictive analytics built on machine learning and artificial intelligence.

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