Trust and relevance need to be priorities

As consumers are becoming more experienced with online channels, their expectations are changing. We have seen trust and relevance becoming significant influencers on levels of engagement and response. From this we have identified 5 key foundations to developing sustainable online dialogue:

1. Privacy - The price of entry for communicating online.
2. Permission - Asking permission counts in terms of establishing brand equity and maintaining an ongoing dialog.
3. Frequency management - Overcoming online clutter and overload.
4. Relevance - Lack of relevance is the top reason to “opt-out”.
5. Personalization - Knowing how much is enough will be the key to positive ROI.