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As with any marketing initiative, understanding your marketplace, the medium and customer is crucial, in that they help bring creative focus to your campaign. This allows the audience to relate to your organization and/or product through a medium and a message they  trust.

Whether you are trying to create awareness through "likes" on Facebook, drive traffic through viral videos or sell a product directly through telemarketing,  funneling such programs through a results oriented process that reinforces trust is imperative. Trust is a prerequisite for making any buying decision, online or direct.