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 distrust is widespread – in terms of elites, the media, politicians, GAFAM … – the issue of trust is central. In principle, we give it to what we know. Thus, the question of trust arises when one enters an area of ​​uncertainty. In the face of a world larger and wider than us, also more dematerialized, these areas are numerous and, therefore, we are often forced to trust a priori.

On the Internet, however, surveillance is needed, especially as piracy has increased in recent years. That’s why brands have every interest in being at the forefront of this trust, which is essential for value creation.

No confidence, no value

Let’s put ourselves in the place of an Internet user, who enters the Internet with the idea of ​​finding a shelter. Through the multitude of recommendations that are made to him, he is attracted to a place that offers him a particularly attractive promotional offer according to the model of his dreams. Only he does not know the place of the distributor. So there is no guarantee that it is not a scam: will you receive your product? Is it a fake? What will be your remedy in the event of a problem?

Because trust is a diminishing function of distance, it is easy to understand that in a digital world, essentially intangible and distant, it is difficult to grant it without a minimum of guarantees. If a website does not inspire confidence due to lack of notoriety, it is very likely that the internet user will stop validating their basket, trapped in entering their credit card number for a legitimate doubt. Although this site was honest, this resulted in a lost purchase opportunity for the internet user and a lost sale for the site and the brand.

But that suspicion 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 may decide to copy his website, in a fine enough way, because the internet user he attracts with a well-targeted and personalized email is not suspicious. Beyond the economic loss of this purchase intention that has not been transformed for this recognized brand, it is the image of the brand itself that is degraded.

In addition, in an interview with Les Echos, Jean-Paul Mazoyer, Deputy General Manager of Crédit Agricole’s Technology and Digital Division, stated that he was closing “no less than 2,000 fishing grounds” each month. And this bank is far from an isolated victim!

How to move from trust to certainty

Thus, as soon as the Web became commercial, the question of trust arose, opening a great boulevard for scammers of all kinds. Today’s solution is to reintroduce a certification element, a guarantee, to give Internet users the certainty that they really are on official sites.

In recent years, initiatives in this direction have multiplied, in particular, opinions and assessments in places that reassure or, on the contrary, warn. So many small pebbles placed on the road to trust. The problem is that in a world tainted with dishonest intentions, it is easy for a cyber hacker to absorb this feedback from consumers, in order to give the illusion of web pages featuring all the trusted bookmarks. Then, distinguishing the true from the false becomes a real challenge.

We deserve to have effective solutions today to preserve what we like about the Web, this spontaneous side, this serendipity that we get by going from one page to another without asking questions. We must absolutely develop these markers of trust in the digital ecosystem, to remove doubts and restore serenity in online travel and thus contain digital pollution.

To put the society of trust, and therefore of value, at the heart of the digital people, there are advanced technologies that are easy to deploy and completely secure, which must become the standards of tomorrow. Able to play the role of trusted third party, they will be able to reconnect with the initial project of the Internet, that is, a space for sharing and global trust. It’s up to the brands and distributors to seize it!

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