Majority of consumers trust brand recommendations from friends

However website and text-based advertising is regarded with suspicion, new Forrester Research survey finds

More than two-thirds of adults trust brand or product recommendations from friends and family but are suspicious of brands served up through website and text-based advertising, a new survey claims.

According to Forrester Research’s new survey of 58,000 US consumers, 70 per cent rely on the judgment of their peers for the trustworthiness of a brand, while just 46 per cent trust consumer-written online reviews. In contrast, just 10 per cent trust ads on websites and nine per cent trust text messages from companies or brands.

For Forrester principal analyst, Tracy Stokes, branded content is the answer, giving marketers the ability to gain their customer’s trust through relevant messaging.

“Branded content can bridge the gap between TV’s emotive power and digital advertising’s measurability and efficiency,” she said.

However, Stokes acknowledged most marketers are still struggling to build content at scale, and find it difficult to get the right message to the right consumer at the right time. To overcome this, she advised marketing chiefs to take a systematic, integrated and data-driven approach to content.

Stokes’ comment echo those of Content Marketing Institute founder and strategist, Joe Pulizzi , who chaired the association’s first Content Marketing World event in Sydney in March. He urged marketers to create valuable, relevant content that changed or enhanced a desirable behaviour.

“Marketers are very good at starting content, but not as good at consistency,” he told attendees during his keynotes.

In CMI and the Association for data-driven marketing and advertising’s 2013 content marketing survey, 96 per cent of Australian marketers said they are using content marketing, but 29 per cent are unhappy with its effectiveness.

Among the more telling statistics, Pulizzi said, was that blogs started by marketers had five or less posts on average.

“Content marketing requires moving out of a campaign mentality and preparing for the marathon, not a sprint,” he said. “Content needs to be compelling, valuable, and consistent and do something; it’s more about the business objectives and what the customer’s pain points are.”

Follow CMO on Twitter: @CMOAustralia.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

The best part: optimizing your site for SEO enables you to generate high traffic, and hence free B2B lead generation. This is done throug...

Sergiu Alexei

The top 6 content challenges facing B2B firms

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Check out tiny twig for comfy and soft organic baby clothes.

Morgan mendoza

Binge and The Iconic launch Inactivewear clothing line

Read more

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Blog Posts

Getting privacy right in a first-party data world

With continued advances in marketing technology, data privacy continues to play catchup in terms of regulation, safety and use. The laws that do exist are open to interpretation and potential misuse and that has led to consumer mistrust and increasing calls for a stronger regulatory framework to protect personal information.

Furqan Wasif

Head of biddable media, Tug

​Beyond greenwashing: Why brands need to get their house in order first

Environmental, Social and (Corporate) Governance is a hot topic for brands right now. But before you start thinking about doing good, Craig Flanders says you best sort out the basics.

Craig Flanders

CEO, Spinach

​The value of collaboration: how to keep it together

Through the ages, from the fields to the factories to the office towers and now to our kitchen tables, collaboration has played a pivotal role in how we live and work. Together. We find partners, live as families, socialise in groups and work as teams. Ultimately, we rely on these collaborative structures to survive and thrive.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in