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Influencing Buying Decisions: The Disconnect Between Marketers and Consumers

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Most marketers say traditional advertising is the most effective means of influencing buying decisions, yet consumers say advertising is one of the least-trusted influences, according to a recent report from Experticity.

The report was based on data from a survey of 217 senior marketing executives in North America and 300 North American consumers.

The marketers surveyed rank advertising, public relations, and content marketing as the most effective tactics for influencing buying decisions (83% rank each as effective); moreover, 78% of marketers plan to increase their investment in those three areas.

In contrast, less than half (49%) of consumers say they trust advertising from brands.


The buying influences that consumers say they put the most faith in are recommendations from friends and family (83% trust), online reviews (76%), and third-party experts (70%).

About the research: The report was based on data from a survey of 217 senior marketing executives in North America and 300 North American consumers.


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Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

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