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Nearly One Third Of Online Consumers Trust A Stranger Over A Brand

Customer Experience

It is not often I get to infuse a former 80′s pop star’s name in one of my columns but Rick Springfield - who in addition to trying to woo “Jessie’s Girl”, warned us to “Don’t Talk To Strangers.” Well it would appear that a sizable chunk of online consumers who may not be “talking” to strangers, are surely valuing their opinions.

According to an infographic from DKNewMedia with data culled from Forrester, 32% of online consumers trust a stranger’s opinion on public forums or blogs more than they trust branded advertisements and marketing collateral. This is just one stat from a far-reaching content marketing infographic and I will share the entire thing with you below – but after reading over the entire thing, this one stat jumped off the screen.

Even with the fact that we’re dealing only with online consumers, the mere fact that nearly 1/3 of them of would rather take the word of a complete stranger over a brand is pretty telling, is it not? Do you think there’s a bit of a trust issue at play?Nearly One Third Of Online Consumers Trust A Stranger Over A Brand image trans

Do you get the feeling these 32% feel they’ve been misled in the past by a given brand, so much so they’d rather take the word of someone they don’t know?

Obviously it would be extremely helpful and insightful to know more about the 32% i.e. which brands in particular do they not trust and what it is about them that makes them rely more on the word of a stranger.

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Prizes And Pictures

Two additional findings reflected in the content marketing infographic deal with two issues I have raised in the past – most recently in my piece just this past December When It Comes To Content Marketing, Seeing Is Believing in which I spoke to the need for including videos and images in your content marketing mix.

I referenced a survey done by PR firm Matter Communications who surveyed marketers on their thoughts on video and images in content marketing:

  • 95 percent (of marketers) believe visual content is very important for online marketing
  • 89 percent are already using or plan to use visual content in social media
  • 87 percent believe visual content is critical for traditional marketing
  • 80 percent plan to budget for production of visual content in 2013
  • 96.7 percent believe that visual content engages best on social media

All of the above ties in perfectly with the finding from the infographic from DKNewMedia:

Nearly One Third Of Online Consumers Trust A Stranger Over A Brand image dknewmedia4

And for the record, no, I am not the model in the above image. That guy’s much too clean-shaven.

Then there is the matter of incentives or prizes or enticements or whatever word you want to use to get people to like, follow, share, hashtag, and/or repin your content.

In December 2011, I wrote a piece entitled The Major Disconnect Between Brands and Consumers When It Comes to Social Media. Essentially the article spoke to the differences between why a consumer follows, likes, etc. a given brand via social media vs. why marketers think they do. Results are from a survey done by the Chief Marketing Officer (CMO) Council and Lithium.

Here’s what consumers said:

Nearly One Third Of Online Consumers Trust A Stranger Over A Brand image screen shot 2011 12 14 at 10.43.51 am3

Here’s what marketers said:

Nearly One Third Of Online Consumers Trust A Stranger Over A Brand image screen shot 2011 12 14 at 10.51.28 am3

See the disconnect? 65% of consumers follow/like a brand because they want something in return but only 33% of marketers realize it.

Now fast-forward to today:

Nearly One Third Of Online Consumers Trust A Stranger Over A Brand image dknewmedia23

Looks like a pattern is forming doesn’t it? People want something in exchange for them liking, following and so on your brand, so give it to them!

Then keep giving them valuable and trust-worthy content and if you include any form of email marketing in your overall marketing strategy, you definitely want to factor in responsive design to make sure your customer or prospect gets your message in the same manner regardless of which device they are on

Here’s the full infographic:

Nearly One Third Of Online Consumers Trust A Stranger Over A Brand image rsz screen shot 2012 11 06 at 3 13 32 pm13

Source: contently.com

 

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