One of the problems that brands have is that consumers do not believe the ads. Advertising and corporate messaging have lost their credibility and people are increasingly dismissive of what brands say. “It’s advertising,” they say, undermining the company’s positioning efforts and brand strategies. The firm is on the border between what is considered spam or not, unwanted information, and, above all, between what is considered not very credible and too ‘inflated’ information.
Brands have to Jamaica Phone Number List work hard to create content and to build messages that cross consumer barriers and break down their previous mistrust. And the truth is that the situation is quite complicated and not very simple. At the end of the day, not even those responsible for these ads believe what they are saying.
The phrase, which could seem like one of those that is released at any family dinner or before a flood of advertisements, is, in fact, the conclusion of a study. Newscred surveyed marketers at Fortune 1000 companies and asked them about their position on products and marketing messages. When marketers leave the office and become consumers, they are not only critical of the work of their industry but also they do not trust it. In fact, the findings of the study suggest that, as consumers, marketers do not trust brand messages very much and mainly use non-brand information to discover what they want to buy.
This data is paradoxical not only because marketers do not directly trust marketing and advertising but also because they break with what they are doing and with the most common strategy trends. As consumers, these professionals seek content and not advertisements. As professionals, they invest money and more money in traditional advertising formats (half of their budgets go to them, despite the fact that they themselves admit that they do not pay attention and do not give credibility to such content).
How do they consume then and on what do they base their purchasing decisions?
Most marketers as consumers read information about products. 97% acknowledged spending an hour researching and consuming content before making a purchase decision and 51% indicated that they do so for about four hours. Faced with this data, only 17% admit to going head first to the brand’s website and only 10% take a look at social networks.
But the data not only shows that they themselves are wary of advertising, it also shows another interesting trend. Most seek the information to be neutral, objective. That is, they are looking for journalistic texts and not the content that a brand can create on its corporate blog. 64% recognize that they are based on non-brand and unbiased information to make a purchase and 70% indicate that it is the opinions of other consumers that help them make those decisions. These figures exceed product demos (13%) or consumer opinion sites (7%). The numbers are also very similar to those shown by studies that analyze why consumers buy one brand or another. They also trust a lot of what other consumers think.
But they don’t spend on the new
All this data must be crossed with the information about how and why marketers invest in certain fields when making strategy. Despite what they themselves do when making purchasing decisions, marketers are still getting lukewarm when it comes to investing in content. Only 27% of those surveyed acknowledged that they were creating budgets for content marketing.