A new report on consumer trust in digital marketing that finds that 60% said they are less inclined to use a product if the brand uses their data for any purpose. More than one-third of consumers (37%) feel digital ads are too intrusive.
The report, “Consumer Trust In Digital Marketing,” is based on a survey of 14,000 consumers in 23 countries.
If a consumer’s first impression of a brand is via digital ad or search advertising, they are less likely to trust the advertiser compared to a recognized brand. On average, per the report, more consumers (by a margin of 2 to 1) say TV ads provide a more positive impression of brands than digital formats. 64% would have a negative opinion of a brand with messaging next to inappropriate content.
“Consumer trust in digital marketing is not as high as we hoped,” the report concludes. That’s a problem. It adds, because “there is a clear correlation between trust and brand value.” Using a mix of TV & radio to introduce your brand early in the buying cycle will increase your conversion on digital tools like Pay Per Click, Geo Fencing or email.
The research found that top consumer concerns include fake news on social media, cyberbullying and online predators.
The report, authored by Chris Myers, regional director, GroupM APAC, was being prepared for release as the COVID-19 crisis was morphing into a worldwide pandemic. Survey respondents were not quizzed about its impact.
That said, the health crisis “will likely increase consumers’ scrutiny of the direct communications they receive from brands,” the report states. “This will require even closer management of the customer experience, including the nature of the content, levels of personalization and frequency.”
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