We put all this work into brand building through advertising, websites, emails, and other means. Do people believe our claims? The savvy American consumer of 2013 sees a lot of sales messages, especially now that web and digital advertising is beginning to proliferate. Eyes can easily skip over a banner ad on a web page now that we are accustomed to its location. First the consumer has to see the ad, but then they have to believe it.
The infographic below, by Ambassador, pulls out some factoids we can learn from:
- In the age of Facebook, company websites are still a critical means of getting your message out there — they are perceived as the most trusted advertising medium.
- Younger adults (aged 18 to 34) are much more likely to believe that advertising is honest in it’s claims at least sometimes, while baby boomers (those over 55) are much less likely to believe.
- There’s a substantial discrepancy in the perception of consumer-belief between advertisers and their consumers: advertisers think consumers don’t trust advertising only about 7% of the time, but consumers report “never” or “usually not” believing ads 28% of the time.
- The Forms of Advertising is also revealing in where energy should be spent on your communications.
All of this is also dependent on the strength of a brand. Brands for small businesses usually have a more intimate relationship with their customers, and that trust typically extends to believing their advertising and marketing. My take on it is that as long as your brand is authentic and consistent, your customers will believe what you say, and potential customers will be drawn to you.