Talks about trust in a societal context, digital trust, trust in tools and institutions that weoften cannot name. Search engines, e-mail signatures, personal endorsements said to be among ways to bring in visitors without spending a lot. Reviews several sites using different ways to leverage their customer goodwill and referrals.
Article explains how online purchasers can protect themselves when buying online.
Merchants should use this as a way to assure customers and make them feel comfortable with purchasing. Offers practical advice, including keeping things simple. How to build the all-important bond of trust with your site visitors and prospects. Interview with permission marketing pioneer Seth Godin. Defines concept and difficulty of marketers understanding what it is.