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.
Continue reading "Influencing Buying Decisions: The Disconnect Between Marketers and Consumers" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
You may like these other MarketingProfs articles related to Marketing Strategy:
- Reimagining B2B Customer Experience: A Post-Pandemic Path Forward
- How to Use ABM Tactics to Support Sales and Influence Buying Committee Decisions
- B2B Enterprise Marketing Strategy in a Pandemic World: Chris Brogan on Marketing Smarts [Podcast]
- Outcomes Are In: Why Outcome-Based Marketing Is So Successful
- How to Survey Attendees to Improve Your Virtual Event Strategy [Sample Questions and Metrics]