We spend time researching, trying, testing and searching for those truths we know matter to us all. Honesty and transparency is critical in every aspect of our business and even more so in the messages customers see, particularly when it comes to promoting the food we eat right through to any kind of service on offer.
So why is the faith in any kind of promotion or advertising message with the general public at an all time low?
Recent research carried out by Credos, points to the ‘unreal real’ we are expected to believe in. Be it promoted material, bloggers, influencers, media – anyone trying to tell us something new is now more likely to be met with query first, belief later.
We might anticipate that some messages actively promoting are likely to be persuasive and help us change our minds to purchase something – and perhaps a few years ago, the information we needed to make that decision was less – now we certainly want and need more.
But where do we go for verification that the choices we are making are ok?
73% of us say we’re concerned that too much of what we are being sold is ‘not as seen’ and it’s reduced our trust in most messages by 53%.
Friends, family, colleagues are the most often referral point, followed by reviews and other influencing sources.
During the Credos study, one particular comment stood out for us; “I’ve never seen Zoella review a product she doesn’t like so I’m guessing someone pays her to say that everything is great”. There are very strict rules about promoted content for bloggers and influencers but we don’t expect everyone to know that – but 73% of us say we’re concerned that too much of what we are being sold is ‘not as seen’ and it’s reduced our trust in most messages by 53%.
Here’s the rub: people define marketing in much broader terms than we do. Surveys show that the ethics and authenticity in any message, no matter how minor the message are imperative to the belief we are trying to gain.
We believe strongly in an ethical approach to ensure your audience understands why your brand, service or product is the one for them. Talk to us to find out how we might be able to support your search for the marketing truth.