It’s no secret that consumer trust in advertising has been steadily declining in recent years. But, it’s not all bad news for brands as reports indicate consumers still trust some channels over others. For example, Nielsen’s Trust in Advertising study found that brand sponsorships are among the most trusted advertising sources among global consumers, yet most marketers don’t readily consider newer ad formats like brand integrations, sponsorships and product placements in their media planning. This is where programmatic strategies can help brands connect with customers by leveraging the built-in trust of these partner integrations.
The report also highlights how important digital channels have become from a marketing perspective, evidenced by significant increases in planned spending across search and social media.
Digital marketing channels are attractive because they drive sales in the current quarter, not the next and deliver real-time conversion metrics. Marketers surveyed by Nielsen believe search and social media are the most effective for their businesses.
Meanwhile, The Edelman Trust Barometer has shown that both trust and reputation are correlated with actual and intent to purchase, but that trust is in many ways the more powerful factor. For example, 61% of people globally say that a good reputation may get them to try a product; but unless they come to trust the company behind the product, they will soon stop buying it regardless of its reputation.
So, how can a brand improve its reputation and create the kinds of connections that convert?
According to Edelman, consumers most want Diversity, Authenticity, Transparency, Social Responsibility, Data Security, Valued Opinion and Purpose from brands.
Marketers can demonstrate these brand attributes through their message as well as the select channels and media outlets in which they place their programmatic ads. This can be amplified by additional content marketing through social media and search.
If you’d like assistance with your content strategy and how to best select the right channels in social, search and programmatic, give us a call. We are here to help.