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Direct Response Marketing

Consumers’ Trust in Brand Messages Fading

16 Apr, 2014 By: Doug McPherson


CAMBRIDGE, Mass. – Consumers are done with traditional marketing campaigns and have started tuning them out “even as marketers turn up the volume,” says a new report from Forrester Research.

Just 22 percent of consumers trust E-mails from companies or brands, 13 percent trust ads on websites, and only 32 percent trust ads in any channel.

Other findings:

  • 32 percent say they trust information on company or brand websites
  • 30 percent say they trust sponsored search engine query results or ads on engines like Google, Bing, and Yahoo
  • 24 percent say they trust ads in newspapers
  • 23 percent say they trust ads on TV
  • 22 percent say they trust ads in magazines
  • 20 percent say they trust in radio
  • 20 percent say they trust E-mails from brands or companies
  • 18 percent say they trust posts by brands or companies on social sites like Facebook and Twitter
  • 12 percent say they trust messages in text message ads

The report, “The Powers of Customer Context,” is scheduled for release this week and focuses on real-time interactions between brands and consumers.

Forrester adds that consumers typically interact with brands they love outside of a targeted campaign, and it’s the marketer’s job to identify the context of those interactions and build on them to create new forms of useful, continuous engagement.

“People despise and distrust push-style marketing methods that interrupt or intercept them. What consumers want is genuine value from their interactions with brands, but most marketers fail to deliver it,” Forrester says.
 


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