July 4, 2020

Brand, Media & Advertising

New research from Group M examines Consumer Trust in Digital Marketing. A Must read.

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Group M the media investment arm of the WPP has recently published a report ” CONSUMER TRUST IN DIGITAL MARKETING” to examine the overall sentiments of people towards Digital Marketing.

As per the report, Six in 10 consumers say they are less inclined to use a product if their data is used for any purpose. The report surveyed more than 14,000 people across 23 countries to reveal concerns of the consumers with digital advertising. Some of the findings from the report are:

•  On average, two times more consumers say TV ads provide a more positive impression of brands than common digital formats.
•  6 in 10 consumers say they are less inclined to use a product if their data is used for any purpose.
•  56 percent of consumers want more control over their data.
•  64 percent of consumers would have a negative opinion of a brand next to inappropriate content.

The research also revealed that consumers react more positively to television advertising and that more than one-third of consumers (37 percent) feel digital ads are too intrusive.  With this, marketers need to focus on using the right digital platforms to reach consumers, to be transparent about how data is gathered and used, and to think holistically about the many media venues where they can build consumer relationships.  

The survey findings pointed out that there are three important paths for creating more dialogue and trust with consumers:  

1. BUILDING TRUST THROUGH PLATFORMS
Among consumers with digital marketing concerns, top challenges include fake news on social media, cyberbullying and online predators. In order to secure consumer trust in their brands, marketers should continue to consider whether the online advertising platforms they are using are appropriate for the type of brand content they’re creating. Additionally, they should ensure they’re setting parameters around ad placements that build marketing effectiveness and protect brand value. 
 
2. BUILDING TRUST WITH DATA
Data privacy remains a significant concern for consumers globally, with sixty-one percent of those surveyed indicating they would be less willing to buy or use a product or service if companies use their personal data. Correspondingly, consumers are looking to protect themselves. GroupM’s research shows that changing privacy settings and deleting cookies and browser history – areas informing digital advertising – are on the rise.

3. BUILDING TRUST BEYOND TRADITIONAL ADVERTISING
According to GroupM’s findings, consumers are receiving more communication from brands than desired. Marketers should work to optimize the customer experience by tailoring the frequency and the types of messages. With consumers spending more time online, marketers should place even greater emphasis on communications tactics such as working with micro- and nano-influencers, which may help mitigate digital advertising fatigue.