Are Marketers Losing Touch with Consumer Reality? Traditional Tactics Fail to Gain Trust—and Advertising Is Least Trusted Source

losttouch-sqMarketers and communicators spend a lot of time trying to understand what makes their audiences tick—and myriad metrics and yardsticks exist to help them do so. But new research from brand expert network Experticity reveals a major disconnect between marketers and the consumers they seek to influence—and according to the firm’s new study, a major shift is needed in the prioritization of marketing dollars if companies want to stay ahead.

Data from the study shows that the vast majority of marketers are out of touch with which sources consumers turn to and trust when it comes to deciding what to buy. Key findings include:

  • An overwhelming majority of marketers (83 percent) believe that traditional advertising is the most effective means of influencing buying decisions, yet advertising was almost the very least trusted source according to consumers, with only 47 percent saying they trust brand advertising.
  • The majority of marketers (82 percent) believe social media is extremely or somewhat effective in influencing buyer decisions, yet only 49 percent of consumers reported that they trust brand social media campaigns.
  • The majority of consumers ranked family or friends (72 percent), online reviews (72 percent) and third-party experts (61 percent) as their top trusted sources when making a buying decision.

“Consumers clearly value interactions with credible, trustworthy people much more than traditional advertisements,” said Tom Stockham, CEO of Experticity, in a news release. “Across the board, marketers are overvaluing traditional advertising and not placing nearly enough emphasis on actual people—who, it turns out, are what actually impact consumers most.”

According to the research, marketers are highly overconfident, especially in the advertising tactics they think will resonate with consumers. The majority of marketers (between 78-86 percent) report their company is somewhat to extremely skilled in every marketing tactic listed in the survey, yet their confidence and priorities do not line up with what consumers respond to—indicating that marketers may not understand what really impacts buying decisions.

“Consumer trust is the most powerful asset marketers have when working to influence purchases, yet trust in traditional marketing tactics is overwhelmingly low. It’s vital that brands engage with customers in ways that build trust instead of breaking it down,” said Stockham.

See the complete study and methodology here

Source: Business Wire; edited by Richard Carufel

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
Customer Retention
4 Out of 5 B2B Companies Invest Less Than 30 Percent of Their Marketing Budget on Customer Retention Messaging

Historically, it takes fewer resources to maintain existing customers as it...

scientific calculator and pens
Procurement in 2017: CPOs Focus on Cost Cutting, Risk Management in Volatile Market, with Tech & Talent Top of Mind

In an uncertain global market, reducing costs is the biggest priority...

woman with shopping bags over yellow lights background
Most Memorable Brand Experiences: New Report Ranks the Top Retailers for Customer Service Excellence

Study Also Ranks Retailers on Most Accessible Website Help Destinations These...

Thought Leaders On Deadline
Mark Simon
PR Best Practices: 5 Ways to Communicate Smarter in 2017

By Mark Simon, Managing Director of North American and Toluna Digital,...

Steve Beale
Reporters Love Trendspotters: Make Your Pitch Bigger by Linking to One—or Pointing a New One Out

By Steve Beale, Daily ‘Dog Media News Editor and Inside Health Media Editor...

Pr, Marketing, Public relations, Social Engagement, PR campaign, PR Measurement, campaign measurement, campaign effectiveness, brand mentions, Taral Patel, PRmention, campaign impact, keyword rankings, social shares
10 Methods to Measure the Impact of PR Campaign

By Taral Patel, PR Executive, PRmention Whenever a company runs a PR...

<-- Google Analytics -->