With the prominence of
digital marketing and growing transition from traditional to digital marketing,
the study in this article is very interesting. It basically shows that
consumers trust traditional media more than digital media sources. Television
was still rated the most trusted medium for news and information. Newspapers
and radio then followed. Digital and social media were the least trusted
sources.
The study shows that
traditional media has a “powerful influence” in influencing purchasing. “Nearly
64% of consumers admitted to buying a product after seeing it advertised via
TV, radio or newspapers. Again, Internet advertising lagged. “
One caveat the study
presents is that the internet is powerful for engaged customers. This means
that people who see an ad on TV are initially engaged and then go online to do
research. They trusted this internet research more than ads in the media.
This study’s
conclusions are pretty interesting, but one wonders what the sample set of the
study was. It could potentially be that the sample set was older or more traditional.
Also, I’m not sure how they asked the question regarding whether consumers
bought a product after seeing advertising via TV, radio or newspapers but this
may be a leading question as consumers may themselves not be aware of the
impact of advertising via email, mobile, social media, etc. on their
perceptions and purchase decisions. This goes to the challenge of attribution.
In any case, just the numbers present an interesting
perspective, especially given the shift from traditional to digital marketing.,
1 comment:
Well, all I can say is that when it came down to booking a South African Safari adventure, the last thing I wanted to do was do a google search for "best safaris in south africa" for sheer fear of what sketchy, unreliable recommendations I would get back. Being wholly unfamiliar with the country, the important features of safari packages, or even what a good price would be, I did what any female in their mid-twenties would do, and googled the Housewives of Atlanta to see where they had gone on their recent South African safari. SUCCESS! Within seconds, I was able to pull up all the details of their trip, contact the reserve directly, and not have to worry about getting scammed or ripped off by some random travel website that boasted "the best safaris EVER." My take is that when it comes to big purchases or frankly anything that involves safety/traveling, I will use traditional media over digital any day of the week.
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