Trust has emerged as a critical priority in business strategy. A study by the IPA and Financial Times ranks trust as the second most influential factor for business success, rising from sixth place over two decades. Marketers in the UK are increasing investments in creator marketing, but many face challenges such as managing relationships at scale. Additionally, Apple is appealing a €500m fine from the EU regarding violations of the Digital Markets Act, while YouTube faces scrutiny for not refunding advertisers for non-compliant channel impressions.
A new study from the IPA and the Financial Times, Bridging the Trust Gap, now ranks trust as the second most influential factor driving business outcomes such as profit, market share, and customer acquisition, up from sixth place two decades ago.
Trust now ranks as the second most powerful driver of business outcomes behind only product or service quality.
UK marketers are significantly ramping up investment in creator marketing, while one in three cite relationship management at scale as the top barrier to growth.
Apple has filed an appeal against the European Commission's €500m fine for violating the Digital Markets Act, accusing the EU's executive body of going far beyond what the law requires.
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