Sometimes it’s not the content of your message or who delivers it, but where that message is found that plays the most significant role in developing trust with consumers. In a recently released survey from the Acuity Group, a digital marketing company and an arm of the global marketing company Accenture Interactive, consumers are slightly more likely to trust branded content on Facebook than they are material found in print or on television.
However, these numbers skew towards younger age brackets as more than half of those who favor Facebook come from the 18 to 30 age group. Only 16 percent of Boomers (ages 52-68) look to this channel, preferring instead to place their trust in printed publications such as newspapers or other traditional media, such as television.
What motivates consumers to try a new product also depends on the delivery method. At least half of the respondents from each group in the study said they tried a product because of a campaign found on television (those 52-68 led the way with close to 70 percent). When asked about social media, almost 60 percent of those aged 23-30, and half of consumers 18 to 22 and 31-50 said they have tried a product because of a campaign found on social media.
Print media still has a strong influence, although it declines among younger respondents. On average, more than 50 percent of Boomers identified newspapers and direct mail as a motivator to purchase, but only twenty percent of 18-22 year-olds and 27 percent of those 23-30 said they responded to these approaches.
When it came to sharing information, about 80 percent said they would share a link sent from family or friends, and sixty percent said they would share a post that includes a discount from a brand with which they have a direct positive experience, with discount codes doubling the likelihood of customer engagement. In addition, 45 percent said they would be least likely to share a post from a brand with which they have had a bad experience.
The study also found that once trust is built, loyalty to a brand remains strong. Overall, fewer than twenty percent of all consumers said they would change brands simply because another offered discounts for social media engagement. Among those most likely to change are from the 18-30 aggregate.
And, while consumers are willing to share with family and friends, sharing location with brands lags well behind. However, there are some inroads: younger consumers will share location data with food brands and retailers and older groups with those companies offering household goods and services. When asked about retailers, almost a third of all consumers agreed to share location data if they received, in return, information as to the best places to shop for those brands.
The study, “The Next Generation of Commerce,” analyzed the responses of over 2000 participants in the United States, broken down by age, gender, and other demographic categories.
Acquity Group. “The Next Generation of Commerce,” July 2015.
MarketingCharts. “Consumer Perception of Branded Content: Trusted Channels and Leading Influencers,” July 16, 2015.