The same data-rich, personalized and cool digital marketing tactics I love have served to hinder consumer trust in digital marketing. A recent GroupM study showed a third of consumers believe digital ads are too intrusive, are increasingly deleting cookies and their browser histories, and they want to be incentivized to share their data.

A study from PowerInbox showed 61% of consumers are fine with the data use and personalization if they trust the company. And 45% said they are more likely to read the email if they trust the sending company.

Generally speaking, digital marketing is not trusted. But trustworthy brands can help mitigate that.

Poor Digital Trust