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Online advertising and trust

Posted by Michael Bloch in web marketing (Thursday October 4, 2007 )

With so many different types of advertising these days, from word of mouth to print to rich media online ads – what form do consumers trust most? What type the least? Read on for an interesting glimpse at a comprehensive survey how people view the credibility of different mediums.

According to a global Nielsen survey of over 26,000 internet users in 47 countries, here’s how the trust figures stack up overall:

Recommendations from consumers 78%
Newspapers 63%
Consumer opinions posted online 61%
Brand websites 60%
Television 56%
Magazines 56%
Radio 54%
Brand sponsorships 49%
Email I signed up for 49%
Ads before movies 38%
Search engine ads 34%
Online banner ads 26%
Text ads on mobile phones 18%

Word of mouth marketing remains very powerful in most markets while the humble banner ad appears to be suffering greatly. But really, who can blame people with all the “click now to win one eleventy gazillion dollars!” type ads around the place?

The figure for opt-in email is really encouraging, so the old chestnut of “email marketing is dead” that pops up from time to time is still very much premature; but notice the figure is in relation to recognition.

This means you shouldn’t go buying those lists of 1 million email addresses for 25 bucks via a guy named Fred whom you don’t know – even if Fred says they are opt-in. The figure applies to communications that consumers *know* (read:remember) they have subscribed to. It’s important your subscribers maintain a recognition of your brand and you’re providing value to them in your communications. To a consumer, spam is just email that they don’t like; regardless of whether they signed up for it or not :).

The figures above only really scratch the surface of the Nielsen research as the results for individual markets did vary quite a bit. For example, web-based opinions coming from sources such as blogs scored a staggering trust level of 81% in South Korea, but only 35% in Finland.

Also highlighted by Nielsen was the finding that online reports of bad experiences by consumers outnumber good service reports by as many as 5:1. We like to complain – it’s in our nature to moan. Given the influence of consumer reviews when folks are shopping around, this underlines the importance of rapid customer service and complaint resolution to reduce the risk and number of negative opinions being posted online; and being in a position to respond appropriately somehow if they are published.

Read more of the Nielsen survey on advertising and trust

Related:

Establishing credibility

Email marketing services and software



 

 
2 comments for Online advertising and trust
  1. Great information Michael.
    “Taming the beast really is the best network marketing blog!
    I am amazed at the breadth of network marketing information.

    Your honest and ethical approach to your coverage is a breath of fresh air on the net.
    I feel sure you know that your approach is too rare and much needed, but I would still like to say “Well done indeed.”
    I hope you are not embarrassed by these positive comments on your work, but I do enjoy naturally motivated, confident, and thereby helpful and useful individuals

    One by one I am educating my friends, to sign on with “Taming the Beast” and learn what they need to know.

    The name of your blog says it all, the internet is indeed a beast for beginners without guidance.
    I have looked at the advertised links from your pages, and have been delighted with the quality of your associations, and the software that you recommmend.

    Your honesty and integrity comes across pretty clearly.
    This article was about establishing trust? Well you have had my trust for a while now.

    Comment by Ern — October 6, 2007 @ 12:33 am

  2. As always, thanks for the kind feedback Ern! :)

    Comment by Michael Bloch — October 9, 2007 @ 6:44 am

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