Recommendations From Friends Remain Most Credible Form of Advertising Among Consumers; Branded Websites Are the Second-Highest-Rated Form

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Sep 13, 2023

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Recommendations From Friends Remain Most Credible Form of Advertising Among Consumers; Branded Websites Are the Second-Highest-Rated Form

In today's digital age, advertising has become an essential part of marketing strategies for businesses worldwide. With so many different platforms and formats available, it can be challenging for marketers to determine which ones are most effective in reaching their target audience. However, a recent study has shed light on the most credible forms of advertising among consumers.

According to the study, recommendations from friends and family are the most trusted form of advertising, with 83% of global respondents stating that they trust the opinions of their loved ones. This comes as no surprise, as people tend to value the opinions of those closest to them. When a friend or family member recommends a product or service, it carries more weight than any other form of advertising.

Branded websites come in second place, with 70% of respondents reporting that they trust these platforms. This highlights the importance of having a well-designed and informative website for businesses. Consumers want to be able to visit a brand's website and learn more about their products or services before making a purchasing decision. A well-executed website can build trust and credibility with potential customers.

Interestingly, the study found that self-reported action aligns with trust for both recommendations from friends and family and branded websites. In other words, if consumers trust a recommendation or a brand's website, they are likely to take action based on that trust. This demonstrates the power of trust in driving consumer behavior.

On the other hand, there are certain forms of advertising where self-reported action exceeds trust by a significant margin. These include ads served in search engine results, ads on social media, and text ads on mobile phones. The study suggests that the common attribute among these formats is easy access to products or services. In other words, these platforms make it incredibly easy for consumers to take immediate action on an advertisement. Whether it's making a purchase or clicking on a link, the convenience and accessibility of online and mobile formats make it irresistible for consumers to act on an advertisement.

So, what can marketers take away from these findings? Firstly, it is crucial to leverage the power of recommendations from friends and family. Word-of-mouth marketing remains one of the most effective ways to reach consumers and build trust. Encouraging satisfied customers to share their positive experiences with their network can go a long way in boosting brand credibility.

Secondly, investing in a well-designed and user-friendly website is essential. Consumers want to be able to learn more about a brand and its offerings before making a purchasing decision. A website that is easy to navigate, visually appealing, and provides relevant information can greatly influence consumer trust and action.

Lastly, marketers should harness the power of online and mobile advertising formats that offer easy access to products or services. Consumers are more likely to take immediate action on an advertisement if it is convenient for them to do so. By optimizing ads for search engine results, social media platforms, and mobile devices, marketers can increase the likelihood of consumers acting on their advertisements.

In conclusion, the study's findings highlight the significance of recommendations from friends and family as the most credible form of advertising. Additionally, branded websites rank high in consumer trust. However, online and mobile advertising formats that provide easy access to products or services often result in higher self-reported action. By understanding these trends and implementing the actionable advice mentioned above, marketers can effectively reach their target audience and drive consumer behavior.

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