The Better Business Bureau and Gallup released a new survey this week that looks at what makes consumers trust businesses, and the results may have certain online marketers worried. According to U.S. News and World Report, "Two factors stood out as most important in earning (or losing) customers' confidence: price and customer service. Low prices and polite service inspired trust; high prices and poor service did the opposite."

Why should online marketers in particular be worried?

The report also found that American consumers have not yet grown as comfortable with online businesses, with just 17 percent saying they trusted online businesses.

Executives in the online automotive, real estate and telecom industries in particular should pay attention.  Those three industries were the least trusted of all the industries surveyed.

The solution?  Offer competitive prices and superior customer service.