We've heard the phrase "The Customer Is Always Right" for ages but sometimes we either want to ignore it because as marketers we 'think' we know better or we just don't want to face the truth. But time after time, the phrase is proven to be true. Our friends at Forrester just published another amazing study. The question this time:
“What is your overall level of trust for each of the following sources of advertising?” Here are the results:
- Consumer opinions posted online: 41 percent
- Email I signed up for: 35 percent
- Brand Web sites: 30 percent
- Magazine ads: 26 percent
- TV ads: 24 percent
- Radio ads: 21 percent
- Search engine ads: 12 percent
- Text ads on a cell phone: 7 percent
- Online banner ads: 7 percent
- Banner ads on a cell phone: 5 percent
The results show that “Control leads to trust, pull wins vs. push,” wrote Peter Kim, Senior Analyst at Forrester Research. “The first three options are consumer controlled, “I know what I’ll get”.
The real take-away here is that creating campaigns that inspire consumers to participate with your brand at their own free will creates trust. In other words, create marketing campaigns that make people 'want' to get more information from you....entice them to sign up for an email database and allow them to post their honest opinions about your brand on your website.
As Mr. Kim said..."control leads to trust". Who controls your brand? You or your customer?
No comments:
Post a Comment