1 . In the Fake News Era, Building Trust with Consumers Is Crucial

With consumers growing increasingly frustrated with online advertising and privacy concerns, how to you convince shoppers to buy your narrative（叙述）, let alone your product?

A recent report by Trust-Radius, a software review company that connects buyers and vendors（供应商）, may be able to shed some light. Among other interesting findings, it turns out that it may actually benefit brands to be painfully _____ about their products.

Consumer awareness of influencer marketing tactics（策略）is increasing. _____   according to the report, most consumers trust online peer _____ as much as recommendations from friends -- and well above company advertising message. Feedback from everyday folks, it seems, actually carries more _____ than a brand ambassador （大使）from an out-of-reach personality.

Transparency（透明度）is crucial. The report found that there is a large trust _____ between vendors and buyers. While vendors believe they are transparent, most buyers don’t appear to see it. During the sales process, for example, 85 percent of vendors -- _____ to be open about their product’s limitations during the sales process -- but   only 36 percent of buyers share that same view. The reality is, consumers don’t expect any products to be _____ -- they just want to enter relationships with their eyes wide open so that they can _____ the options that are best for   them. They also want brands to be more _____. 66 percent of consumers say they will leave a company if they feel they are being treated like a number and not an individual.

Along with the combination of take news, advertising fraud, and data leaks, there have been fake reviews as well. Review sites have been _____ giving preferential（优惠的）treatment to paid advertisers, and consumers are increasingly discerning（有辨别力的）, as a result. _____, review sites are not our only source of peer reviews, with social media providing customer experiences on a second - to - second basis. When brands treat every _____ with a customer as a potential review, they’ll start paying more attention to detail, and being alert to delivering a valued and memorable experience every time. Taking feedback seriously also lets current customers feel valued and respected and makes your business seem more approachable. This helps secure _____, and often, these customers   will become brand ambassadors to their friends, family and people they meet online.

The challenge for brands today is determining how to use the _____ of the consumer to their advantage. In an age of cutting - edge technology, artificial intelligence, and self-service customer care, it’s odd to acknowledge that the best way to build trust with your customers is by holding an open _____ with your customers. Being more human, transparent, and listening to what people are saying will see your company thrive in an era marked by consumer suspicion.