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â–¶ As Access to Information Increases, Trust Decreases: A study by Hill+Knowlton Strategies reveals a significant deterioration of trust in government and business since 2010, as less than one-third of those surveyed trust the government to do what is right (30%), and just 35% trust corporations to do what is right—down from 53% and 45%, respectively, in September 2010. Other findings include:
• More than half of Americans (52%) feel they have more access to information about the business practices of corporations, but only 30% feel like it is easier to hold companies accountable for their actions.
• 90% of those surveyed cited a “friend or family member” as the most trusted source of information on policy or product issues. In fact, less than four in 10 say they would trust boards of directors (39%), company spokespersons (30%), government officials (30%) or CEOs (30%).
• Less than one-third trust the government to do what is right (30%), and just 35% trust corporations to do what is right.
Source: Hill+Knowlton Strategies
â–¶ Marketers Don’t Have Sufficient Data: According to the Columbia Business School and the New York American Marketing Association’s “Marketing Measurement in Transition Study,” marketers’ desire to be data-driven is not yet matched by a consistent effort to collect the data necessary to make real-time decisions. In fact, 29% report that their marketing departments have “too little or no customer/consumer data.” The study findings mirror data shortcomings with PR. Study highlights include:
• 39% of marketers say that their data is collected “too infrequently or not real-time enough.”
• Marketers today are still much less likely to collect new forms of digital data like customer mobile device data (19% collect it) and social media data (35%), than they are to collect traditional customer survey data on demographics (74%) and usage (60%).
• Just 14% of the social networking users are tying them to financial metrics. PRN
Source: Columbia Business School/NY American Marketing Association