![]() ![]() In 2017, Forbes showed that the average consumer is exposed to up to 10,000 brand messages a day. The third element “contacts” shows that the number of times an advert is run also impacts trust. It has been argued that advertisers are unaware of what content their adverts in fact support, but Randall Rothenberg, president and CEO of the Interactive Advertising Bureau, suggests that this is a weak excuse, calling it, in fact, a “ moral failure”: If they are placed next to unethical content, they stand the risk of being accused of being linked too or even funding that content, and consumer trust will inevitably be affected.Ĭontent-wise, brands have been accused of condoning “fake” news by running their adverts next to it and inadvertently financing it at the same time. To retain consumer trust, brands must be mindful of the context for their adverts. COMMANDMENT 1: CONTENT, CONTEXT AND CONTACTS This brings us to a set of marketing “commandments” to meet the new consumer’s expectations. With further political upheaval expected in 2019, consumers’ crisis of trust is deepening, and leading to greater emotional involvement and action. ![]() The Gilets Jaunes/French Yellow Vests protests in France, the arrival of a populist government in Italy and Brexit in the UK all reflect deep-seated political and economic discontent. As we all have seen in the newspapers, familiar brands are experiencing difficulties, with many household names going into administration, and a downturn in Europe’s share of the Top 250 global retailer’s revenues since 2006.Įconomic uncertainty, political tension, environmental change and the 4th industrial revolution have been the main forces of dramatic change. ![]() This feeling of uncertainty, which has, in fact, become quite normal and is referred to as the ‘’#neveralnormal’’, is reflected in consumers’ lack of trust in established institutions and brands. For several years, consumers’ feelings of uncertainty and anxiety for the future have been compounded by fears for the effects of human behaviour on the environment. ![]()
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