Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "trust-based marketing"
- "My feeling is it's a blip and we'll see that stabilize in the next wave," predicts Advertiser Perceptions' Sarah Bolton, who has been tracking ad exec concerns about trust in advertising and misinformation.
- A late 2022 Gallup poll says Americans' trust in mass media to report news "fully, accurately and fairly" is essentially unchanged. There is lots of mistrust -- but also "trust' -- at certain levels.
- A study on B2B marketing trends reveals businesses remain optimistic about growth, shifting their focus to long-term goals while taking more risks in 2023, according to data from Sapio Research.
- Some 88% of respondents to a survey said it's important to understand how online review platforms determine reliability of reviews, and 85% said they trust written reviews more than a star rating.
- Consumer trust in a brand is crucial to purchase decisions. Some 51% of consumers say online content adjacency influences their trust in a brand, and 69% say their level of trust influences their decision to engage with a brand's products and services.
- Consumers are shifting toward more intentional online behavior, away from social platforms and toward editorial sites such as news and lifestyle sites, mainly because the content is more positively perceived. Some plan to spend their time offline.
- The research looked at whether all privacy notices used identical language -- and which, if any, language seemed "scary."
- Consumers consider ads running in newspapers or before movies the most trustworthy, a Nielsen study finds, and are not inclined to begin a relationship with a new brand, despite the proliferation of consumer choice.
- More U.S. shoppers relate to the brand than the purchase, customer service or the relationship, Havas CX reports. Who are the winners?
- It's easier for consumers to forgive a person than a business. A study shows marketers need to carefully consider language used in campaigns, as consumers are sensitive to the words used.
- The finding may indicate that consumers are more receptive to contextual advertising.
- At least that's my conclusion after Advertiser Perceptions shared its latest research with me on the topic.
- A massive study of political consumers explains why Conservatives are more satisfied with their choices -- because they believe they are.
- Consumers and brands have different views about the building blocks of trust, Deloitte Digital and Twilio report.
- An Ipsos study, however, shows ad exec trust ranks lower among U.S. consumers than worldwide.
- The attributes will allow businesses to demonstrate how their brand values align with the values of their customers, and show their companies are inclusive.
- Nearly half of consumers say they're "unlikely to buy products or services from companies not aligned with their political views."
- National news is at a 58% trust level, down from 76% in 2016. The best results are from local news outlets.
- Kantar's ad-equity ranking of media channels and brands found that online and mobile games showed the greatest improvement in consumer receptivity. Consumers find gaming ads more "trustworthy," "relevant," and "useful" as well as "fun and entertaining." YouTube, Google, and Facebook are still the most trusted social media platforms.
- Trust in Joe Biden's media brand has slid from his initial post-election bounce, but remains above water with more than half of Americans surveyed this month by Brand Keys indicating they trust his brand.
- More than half of Americans have observed a rise in fake and/or "toxic" user-generated content on social media since the COVID-19 pandemic began in March 2020, and much of it is causing "trust issues" with brands they see adjacent to it. That's the finding of a study of 1,000 Americans familiar with the definition of user-generated content that were surveyed by customer experience management firm Telus on June 7 using Pollfish.
- This week's Lions festival demonstrates brands are taking on -- and in many cases solving -- problems that governments, NGOs and other institutions cannot.
- Given the potential conflict between trust and profit, is trusting a corporation a lost cause?
- After reaching an all-time high of 77% when it released its last global study in 2019, the percentage of brands consumers say they can live without has declined to 75%, according to the 2021 edition of Havas' every-other-year "Meaningful Brands" study.
- Some 36% of execs working with data base decisions on instinct, about 22% think their data investments aren't worth it and 1/3 say creating a data-driven culture is a challenge, according to a survey by Talend, which focuses on data integration and integrity.
- Asked whom they would prefer to share their personal data with in order to improve their consumer purchasing experience, a slight majority of Americans said their preference would be to share it with brands they trust. That's one of the findings of a new report from customer data platform BlueVenn, which conducted parallel surveys of panels of U.S. consumer sand brand marketers in February and also found a profound disconnect between consumers and brands in terms of the value of the media they use to interact.
- Upper-income households are more likely to trust brands with their personal data, GfK reports.
- While trust in most institutions has fallen following a year of the pandemic, economic crises and political turmoil, trust in media has fallen to all-time lows since PR giant Edelman began tracking it in 2012. The overall media industry currently has a "trust index" of 51, according to the just-released Edelman Trust Barometer 2021, ranking it last behind Business (61), NGOs (57) and Government (53) among major societal institutions.
- Advertisers today face many ethical issues beyond truth in advertising. Top brand attributes for building trust, love and loyalty include respecting privacy, standing for what consumers believe in, having similar ideologies, solving issues if products or services do not deliver as expected, being genuine and authentic, and delivering on promises made in advertising or marketing.
- As consumers and industry pros become more reliant on technology than ever, we're also losing trust in it.
