Not that long ago, companies could build a brand’s reputation into a Mad Men daydream by culminating a team of skilled public relations reps who packaged well-crafted words with impressionable images and sold it to the masses. The brand was consequently devoured based on appeal, and the most challenging aspect was simply creating a flashier campaign than the competition.
The Lucky Strike “It’s toasted” ad actually appeared in 1917, but this is a great pseudo-ad:
This 1931 Camels ad depicts an ear, nose and throat doctor holding a “germ-proof” pack of cigarettes attesting to the brand’s ability to filter the “peppery dust…that makes you cough.” (Restrictive laws about cigarette advertising took effect in 1965).
Today, technology and social media has quickly altered how companies interact with consumers and shareholders. Constant access to information and misinformation through mobile devices and word-of-mouth positions a greater burden on companies to maintain a positive image while continuing to enrapture their audience.
Marketing Strategy: What’s Seen, Heard & Felt
Marketing strategies now must not only craft what is seen or heard, but also what is felt. Companies must generate consumer trust based on both perceptions and real world experiences in a way the customer will emotionally respond and connect.
Yet, one of the greatest challenges to companies today is that consumers are less likely to trust advertising and say most industries are dishonest and untrustworthy.
Consumers are more educated and cynical about company motives than ever before. The relationship is now more dependent on word-of-mouth between customers than in-store experience with sales staff. To build and maintain trust, companies must harness the power of those transactions using interactive methods and shareable content.
General Motors Recall Facebook Page is for the family, friends and those who support those affected by the GM defects.
Trust From Word-Of-Mouth, Not Creative Spins & Happy Reviews
Developing that trust is a continuous process and must be reinforced by positive evaluations of experience and shared between customers. A whopping 92% of consumers say they trust earned media (word-of-mouth) over all other forms. Even 51% say that user-created content from strangers is more important than opinions from friends or family whereas only 47% trust paid advertising. Online consumer reviews are the second most trusted form of advertising at 70% and are far more trustworthy than website content.
Trust isn’t made from scratch using creative spins and happy reviews. The Edelman Trust Barometer, which groups 16 specific trust-building attributes into five performance clusters was developed after years of in-depth research. Edelman’s annual summary report concisely details global trends and predictions that can help assist companies understand the global decline in consumer trust and generate better outcomes for themselves.
The Evolution of Consumer Trust in Advertising
Whatever the magic formula is, maintaining an honest and transparent brand requires consistency, integrity, and effective communication. It also helps to be proactive and engaged even when it doesn’t seem necessary. In this digital world, everything is seen and everything is shared. Make sure that whatever is packaged for the masses is not just painted gold but is gold because the smoke and mirrors era is over and that’s a good thing. Branding is now the real deal.