Disagreement
Does Trust Enable Engagement or Action
Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big Data holds Engagement builds trust, which then compounds relationship value — trust is a consequence of interaction (predictive_marketing); Complete idiots guide to direct marketing and Scientific Advertising hold Trust must precede action; you earn belief first and the conversion follows (direct_marketing_bly, scientific_advertising).
From the guide Measure And Grow Marketing With Data
The two sides
Engagement builds trust, which then compounds relationship value — trust is a consequence of interaction (predictive_marketing)
- Predictive Marketing: Easy Ways Every Marketer Can Use Customer Analytics and Big DataOmer Artun, Dominique Levin
Trust must precede action; you earn belief first and the conversion follows (direct_marketing_bly, scientific_advertising)
- Complete idiots guide to direct marketingBly, Robert W
- Scientific AdvertisingClaude C. Hopkins