Consumers tend to connect with and engage with brands they trust. Where you market your company can have a big effect on how consumers view your business. If shoppers don’t trust the products you advertise in, how likely are they to trust your brand? New research looks at the types of media advertising that have earned the most trust with consumers.
• Nearly half of consumers trust newspaper advertising
• 47% trust magazine and TV ads, radio comes in with 46% and just over 40% trust billboard advertising
• Over 25% of shoppers trust ads they are delivered through search engines, one-third trust ads through social networks or video ads and roughly three in 10 trust online banner ads
• Over one in four consumers trust display ads on mobile devices and text ads on mobile phones
What Does This Mean To You?
While personal recommendations may not always be considered a form of advertising, it is one of the most influential factors in consumer purchases. Think of your own situation. If a friend recommends a restaurant, aren’t you more likely to try it as well? Or if someone you know pans a movie, how likely are you to buy a ticket? You can tell everyone how great you are, but it will never have the influence as a recommendation from a friend. This is one of the reasons that testimonials and reputation management are so important.
This is where you can leverage the voice of your loyal customers. Use your customers in testimonials; reward them for “liking” your business and recommending you through social media, incorporate them in pictures or video interacting with you and your products. The more love you show these brand evangelists, the more likely they are to sing your praises.
Reputation management will help keep your image positive across many digital platforms. You need to be vigilant in watching your social media presences. If there are unanswered questions or problem posted about your business, customers are likely to not buy from those companies. Basically, negative comments about your business or your products are likely to gift wrap sales to your competition. For more information on creating loyal, long term customers, contact your Orlando Sentinel Media Group representative or:
Advertising Research Manager