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digital audience engagement

Entries for month: March 2014

5 things media companies need to know about content, advertising, and trust

07 March 2014 · By Peter Marsh

Block letter game pieces spelling out Customer, Trust, Loyalty and Confidence.The digital universe is a crowded, noisy place. People want a filter. We crave trusted sources for the news and advertising content we consume. Credibility matters. And credible content is key to building revenues across print, Web, mobile, and tablet channels.

A recent Nielsen survey found that people trust newspaper and magazine advertising more than any other media. The study reports 63% of consumers in North America find newspaper ads to be credible, accurate, and trustworthy. Magazine ads are the second most trusted media at 62%.

Compare that to social media ads, which are trusted by only 39% of consumers. Mobile display ads and online banner ads fare even worse and are trusted by just 35% and 33%, respectively.

Credibility helps to both establish and reinforce brand loyalty. Several new studies show a strong correlation between Web sites with content that people view as trustworthy and their audiences being loyal to these sites.

In short, people will come to your brand – and keep returning – if they find your content to be trusted.


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