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TRUST: THE $1 TRILLION
ADVERTISING & MARKETING
PROBLEM
The growing inverse relationship between corporate expenditures on advertising and marketing against consumer trust presents a future threat that needs to be addressed
By Hollis Thomases, 4/27/2014
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ADVERTISING & MARKETING WORLDWIDE
IS A $1 TRILLION BUSINESS
"Advertising [$500B]is only about half of marketers' budgets… $400B more spent on direct marketing and another $150B spent on agency fees + Nielsen ratings/market research [$40B just by itself] + marketing tech/automation systems”
Dan Salmon, BDO Digiday 2013 Exchange Summit
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TRUST IN ADVERTISING IS AN ISSUE
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“Just 22% of consumers trust
emails from companies or
brands, 13% trust ads on Web
sites, and only 32% trust ads
in any channel” MediaPost, April 2014 citing new Forrester Research
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IF ADVERTISING IS NOT
TRUSTWORTHY, IS IT
EFFECTIVE? WHAT IS??
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UNPAID MEDIA IS MORE TRUSTED…
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…AND GAINING MORE GROUND
INFLUENCING DECISIONS
Measures consumer reliance on respective media sources now versus five years ago
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FOR MILLENNIALS, USER GENERATED
CONTENT INFLUENCES 50% OF DECISIONS
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EXPERT & PEER REVIEWS OUT-PERFORM
BRANDED CONTENT
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FAKED & MANIPULATED UGC HARMS
CONSUMER TRUST
Business Insider reveals Ellen Degeneres’ selfie at the Academy Awards was a sham, 4/5/15
Search Engine Journal covers new allegations, 4/10/14
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AMERICANS’ TRUST IN LARGE INDUSTRIES
IS WANING
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EVEN BRANDS CAN’T TRUST SOME MEDIA!
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THERE’S NO PILL FOR THIS PROBLEM
Throwing more money at the problem alone is
not the solution (how much of the growing $1
trillion spend is just waste?)
Consumer trust cannot be bought; it needs to be
earned, and more so than ever
Like diet and exercise can remedy many modern
diseases that instead get over-medicated because
that’s easier, companies need to face real truths
To win and retain customers, brands need to go
on a “health plan” to get to and treat consumer
distrust (root cause) and waning ad efficacy
(symptom)
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HOLLIS THOMASES – DIGITAL LIAISON
In 1998, multi-time award-winning entrepreneur Hollis Thomases founded Maryland-based Web Ad.vantage, providing strategic digital marketing and advertising solutions. In 2013, Hollis became a sole practitioner focused on digital marketing awareness and advocacy – ensuring clients are educated and avoid the pitfalls, wasted revenue and missed opportunities resulting from the fast-changing digital landscape.
In January 2010, Hollis authored the book, “Twitter Marketing: An Hour a Day,” by John Wiley & Sons, and has been a columnist with Inc.com, Social Media Marketing Magazine, and ClickZ. Hollis also frequently speaks at industry conferences and association events.
Hollis Thomases graduated from Cornell University with a BA in Social Relations. You can find her in the Twittersphere @hollisthomases, on LinkedIn, by email or by old-fashioned phone: +011-484-679-6364.
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