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CONSUMER TRUST IN FORMS OF ADVERTISEMENT

Updated 22 Jun 2023


CONSUMERS DEMAND TRUST: STUDY REVEALS IMPORTANCE OF BUILDING CREDIBILITY FOR
BRANDS

Trust remains a critical factor for brands, and consumers increasingly demand
transparency and authenticity from businesses. A 2021 survey by Edelman revealed
that 61% of consumers consider a brand's trustworthiness to be the most
important factor when making a purchase decision, surpassing quality and price.

To build trust, brands must positively impact societal issues, provide accurate
and reliable content, and demonstrate responsibility for protecting user data.
Consumers also value brands that prioritize sustainability and ethical
practices. In fact, a recent survey by IBM found that 57% of consumers are
willing to change their purchasing habits to reduce their environmental impact.

The good news for marketers is that consumer trust is on the rise. The Edelman
survey found that trust in brands and institutions has increased globally, with
businesses now seen as the most trusted institutions by consumers. Social media
and online channels have also become increasingly influential in building trust,
with user-generated content and influencers playing a significant role in
shaping consumer perceptions.

Moreover, owned advertising remains among the most trusted marketing formats,
with a 2021 survey by Nielsen showing that 66% of consumers trust ads in
traditional media such as TV, newspapers, and magazines. Online advertising
formats such as search engine ads, social media ads, and display ads on websites
are also gaining consumer trust, with a 2021 survey by IAB showing that 55% of
consumers trust ads on social media.

Businesses can build trust by providing social proof through customer reviews,
testimonials, and engagement on social media. Consistency across all marketing
assets is key, from messaging to visual elements. Businesses should avoid being
opportunistic or inauthentic, as this can quickly erode trust with consumers.
Cultural awareness and sensitivity are also critical, as offensive or
insensitive content can damage a brand's reputation.


ESTABLISHING A STRONG BRAND IDENTITY

In today's world of digital media and social networking, it's more important
than ever for brands to build and maintain trust with their customers. As
consumers become increasingly savvy and informed, they are looking for brands
that align with their values and provide them with a positive experience.

One of the key ways for businesses to build trust is by establishing a strong
brand identity that reflects their core values and mission. By clearly
communicating what they stand for and how they aim to make a positive impact,
businesses can earn the trust and loyalty of their customers.


THE IMPORTANCE OF CONSISTENCY IN BUILDING TRUST

Another important factor in building trust is consistency. Customers expect
brands to deliver a consistent experience across all touchpoints, whether it's
through social media, advertisement analysis examples, customer service, or
product quality. By maintaining a consistent brand voice, messaging, and visual
identity, businesses can build a strong reputation and earn the trust of their
customers.

Transparency is also critical in building trust. Customers want to know that the
businesses they engage with are honest and forthcoming about their practices and
policies. This includes everything from pricing and product information to data
privacy and security.

To build trust, businesses must also focus on providing excellent customer
service. By being responsive to customer needs and concerns, businesses can
create a positive experience that reinforces their commitment to their
customers.


THE ROLE OF SOCIAL MEDIA AND DIGITAL CHANNELS IN BUILDING TRUST

Finally, businesses can build trust by being accountable for their actions and
decisions. This means taking responsibility for mistakes, addressing customer
complaints, and making meaningful changes based on customer feedback.

In conclusion, building trust is an ongoing process that requires a commitment
to transparency, consistency, and accountability. By prioritizing these values
and focusing on delivering a positive customer experience, businesses can earn
the trust and loyalty of their customers and build a strong reputation that
lasts.

Photo: Researchgate

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