There are many areas of uncertainty online that can negatively impact the sales of well-known brands. Update on this strategic issue.
In a society where distrust is generalized – with regard to the elites, the media, politicians, GAFAM… – the question of trust is central. In principle, we grant it to what we know. Thus, the question of trust arises when one enters an area of uncertainty. Faced with a world bigger and wider than us, also more dematerialized, these areas are numerous and we are therefore often forced to trust a priori.
On the Internet, however, vigilance is required, especially since piracy has jumped in recent years. This is why brands have every interest in being at the forefront of this trust, which is essential to the creation of value.
Without trust, no value
Let’s put ourselves in the place of an Internet user, who goes on the Internet with the idea of finding a coat. Through the multitude of recommendations made to him, he is attracted by a site which offers him a particularly enticing promotional offer on the model of his dreams. Only he does not know the reseller site. There is therefore no guarantee that it is not a scam: will he receive his product? Is it a counterfeit? What will be his recourse in the event of a problem?
Because trust is a decreasing 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, there is a good chance that the Internet user will give up validating his basket, caught up when entering his credit card number by a legitimate doubt. Even though this site was honest, thus resulting in a missed purchase opportunity for the Internet user, and a missed sale for the site and the brand.
But this suspicion can also impact the intangible value of brands that consumers tend to trust. If we take one of the favorite brands of the French. A pirate can decide to copy his website, in a sufficiently detailed way, so that the Internet user he lures on it with a well-targeted and personalized email is not suspicious. Beyond the financial loss caused by this purchase intention which has not been transformed for this renowned brand, it is the very image of the brand which is degraded.
In addition, in an interview with Les Echos, Jean-Paul Mazoyer, Deputy Managing Director in charge of the Technologies & Digital Division of Crédit Agricole, thus indicated that he closed “no less than 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 question of trust arose, opening up a huge boulevard to scammers of all kinds. The solution today is to reintroduce an element of certification, a guarantee, to provide Internet users with the certainty that they are indeed on official sites.
Initiatives have multiplied in recent years in this direction, in particular, opinions and ratings on sites that reassure or, on the contrary, warn. So many small pebbles placed on the road to trust. The problem is that in a world polluted with dishonest intentions, it is easy for a cyber hacker to suck up this consumer feedback, in order to give the illusion of web pages presenting all the markers of trust. Distinguishing the true from the false then 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 obtain by going from one page to another without asking questions. We absolutely must develop these markers of trust in the digital ecosystem, to eliminate doubt and regain serenity in online journeys and thus contain digital pollution.
To put the society of trust, and therefore of value, back at the heart of the digital village, advanced technologies that are easy to deploy and totally secure exist today, which must become the standards of tomorrow. Capable of playing this role of trusted third party, they will make it possible to reconnect with the initial project of the Internet, namely a space for sharing and global trust. It’s up to brands and distributors to seize it!
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On the Internet, trust as a condition of brand value
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