Adobe · Guide · 12 min read
A guide to how CMOs can build trust in the digital economy
This Adobe guide examines why many brands are losing customer trust in their digital interactions and how chief marketing officers can act as guardians of that trust. Drawing on Adobe's 2022 global consumer trust survey and research by marketing leadership expert Thomas Barta, it explains three drivers of trust: value, customer experience and data confidence.
Written for CMOs and senior marketing leaders, it offers practical advice on making customer data useful to customers, measuring trust across touch-points, and building alliances with the CTO, the CFO and their own teams.
What you'll learn
- How value, experience and data confidence shape customer trust in digital channels
- Why data concerns span all age groups, including Gen Z
- Ways to make data sharing worthwhile through personalisation and real choice
- How measuring trust at each touch-point helps CMOs lead C-suite debate
- Building alliances with the CTO, the CFO and your own marketing team
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