On the Internet, trust as a condition of brand value

There are many areas of uncertainty online that can negatively affect the sales of well-known brands. Update on this strategic issue.

In a society where mistrust is widespread – with regard to elites, the media, politicians, GAFAM… – the issue of trust is central. In principle, we give it to what we know. Thus, the question of confidence arises when one enters into an area of ​​uncertainty. Faced with a world larger and wider than us, and also more immaterial, these areas are numerous, and therefore we are often forced to trust them a priori.

However, vigilance is required on the Internet, especially since piracy has taken a leap in recent years. This is why brands are so interested in being at the forefront of this trust, which is essential to creating value.

Without trust, there is no value

Let’s put ourselves in the shoes of the Internet user, who goes online with the idea of ​​finding a coat. By the many recommendations made to him, he is drawn to a site that offers him a particularly attractive promotion on his dream model. Only he does not know the location of the distributor. So there’s no guarantee it’s not a scam: will he get his product? Is it fake? What will be his recourse in the event of a problem?

Since confidence is a decreasing function of distance, it is easy to understand that in the digital world, essentially intangible and remote, it is difficult to give without a minimum guarantee. If a website does not inspire trust due to a lack of notoriety, there is a good chance that an Internet user will forego checking their cart, stumbling upon entering their credit card number due to legitimate suspicion. Although this site was honest, which resulted in lost purchase opportunity for the internet user, lost sale of site and brand.

But this uncertainty can also affect the intangible value of brands that consumers tend to trust. If we take one of the favorite brands of the French. A hacker can decide to copy their website in a good enough way, so that the Internet user who tempts them with a well-targeted, customized email is not suspicious. Besides the financial loss caused by this purchase intent which is not transferred to this famous brand, it is the brand image itself that has deteriorated.

In addition, in an interview with Les Echos, Jean-Paul Mazuier, Deputy General Manager in charge of Technologies and Digital at Credit Agricole, noted that it shuts down “at least 2,000 phishing sites” each month. And this bank is far from being an isolated victim!

How to move from confidence to certainty

Thus, as soon as the web became commercial, the issue of trust arose, opening a huge street for scammers of all kinds. The solution today is to reintroduce the element of accreditation, the guarantee, to provide Internet users with the certainty that they are indeed on official websites.

Initiatives have multiplied in recent years in this direction, especially opinions and evaluations on sites that reassure or warn on the contrary. Lots of little pebbles laid on the trust road. The problem is that in a world polluted with dishonest intentions, it is easy for a hacker to absorb these consumer opinions, in order to give the illusion of web pages offering all indications of trust. Then the distinction between right and wrong becomes a real challenge.

We deserve to have effective solutions today to keep what we love about the web, that automatic aspect, this serendipity we get by going from page to page without asking questions. We absolutely must develop these signs of trust in the digital ecosystem, to eliminate doubt and restore serenity in online travels, and thus contain digital pollution.

To return the community of trust, and therefore value, to the heart of the digital village, there are today advanced technologies that are easy to deploy and completely secure, which should become the standards of tomorrow. Able to play the role of a trusted third party, they will make it possible to reconnect with the initial project of the Internet, that is, a space for global sharing and trust. It’s up to the brands and distributors to seize it!

Leave a Reply

Your email address will not be published.