The Role of Trust and Content In the Consumer Decision-Making Process w
The Role of Trust & Content in the Consumer Decision-Making Process
Aug 23, 2014
Do your customers trust you? Do your readers or your leads?
This presentation gets straight into the most recent Nielsen and Edelman data, giving you insight into the influence of trust and content on your consumer's buying habits.
Which sector do they trust most? Which source of information or piece of content influences the decision-making process more than any other?
Check out "The Role of Trust & Content in the Consumer Decision-Making Process" and optimize your own marketing strategy.
This presentation gets straight into the most recent Nielsen and Edelman data, giving you insight into the influence of trust and content on your consumer's buying habits.
Which sector do they trust most? Which source of information or piece of content influences the decision-making process more than any other?
Check out "The Role of Trust & Content in the Consumer Decision-Making Process" and optimize your own marketing strategy.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
The Role of Trust and Content
In the Consumer Decision-Making Process
w
w
Most Trusted Sectors
Technology continues to lead. Unsurprisingly, banks are
struggling with consumer trust
Technology 79%
Automotive 70%
Food & Beverage 66%
Consumer Goods 65%
Energy 59%
Pharmaceuticals 59%
Media 51%
Banking 51%
76%
58%
56%
54%
55%
53%
43%
47%
2009 2014
w
This data indicates a substantial change in the level of trust that the consumer has for
industries - all of which has grown in the past 5 years.
The struggling economy created a genuine lack of trust in all sectors, something which
is decreasing as the economy grows.
w
Information Source Usage in the
Consumer Decision-Making Process
Social Media 54%
User Reviews 52%
Online Ads 51%
Expert Reviews 46%
Word of Mouth 45%
Official Websites 44%
TV Advertising 40%
Radio Advertising 29%
w
This data is incredibly important for online marketers, as it indicates the substantial level of value that people have for online
sources.
Note that radio and TV are used far less frequently than they were 5 years ago as a
source for product information.
w
Most Trusted Influencer to
Communicate each Topic
Engagement Integrity Products & Totals Services
50%
21%
30%
15%
12%
32%
37%
17%
21%21%
31% 32%27%
25%
13%
27%
36%
25%
21%
16%
26%
Company’s CEO Company’s Employee Activist Consumer
Academic Media Spokesperson
w
This graph shows how vital it is that your business’ employees are seen as the face of
your company.
This is something to keep in mind with your website (“about us” pages) as well as,
especially, your social media pages like Pinterest and Instagram.
Showcase your employees, and how much of an influence they have on your business’
success.
w
Credibility of Spokespeople
67%
66%
62%
53%
52%
52%
43%
36%
2009 vs 2014+5+0+15+4+9+20+12 (+0 since 2013)+7
Academic or ExpertTechnical Expert
A Person like YourselfFinancial or Industry Analyst
NGO RepresentativeRegular Employee
CEOGovernment Official or Regulator
w
This graph illustrates accurately how important it is to cultivate a business
personality of someone like your business.
Use this persona in all professional communication (marketing emails, content creation, social media, etc). Empathize with your possible customers and they will trust your business more, leading to an increase
in revenue.
w
Content Impact on High-Priced Items
Brand Impact Expert
Content
User Reviews Branded
Content
Familiarity Lift 122 33 144
Affinity Lift 153 47 127
Purchase Intent Lift 186 57 57
High Price Items ($1000+, like a new car or flat-screen TV)
w
When buying an expensive product, consumers still rely on expert advice.
This is the value of including expert testimonials in your pricing pages and
landing pages (if your price points are above 1000 dollars).
w
Content Impact on Mid-Priced Items
Brand Impact Expert
Content
User Reviews Branded
Content
Familiarity Lift 110 150 40
Affinity Lift 141 100 71
Purchase Intent Lift 113 75 125
Mid-Price Items ($400-999, like a smartphone, car insurance or camera)
w
When buying a mid-range product, consumers no longer value experts as they
did with high-priced products.
The study shows that once your price points drop to between 400 and 1000
dollars, consumers increasingly trust the word of people they can relate to.
This is the value of including customer testimonials in your mid-range product
pages.
w
Content Impact on Low-Priced Items
Brand Impact Expert
Content
User Reviews Branded
Content
Familiarity Lift 105 94 87
Affinity Lift 74 150 75
Purchase Intent Lift 142 155 105
Low-Price Items ($399 and below, like clothing, most gadgets and food)
w
When buying a low-price product, consumers value the word of their peers to create familiarity, affinity as well as intent
to buy.
Consider the value of online reviews on Amazon, Yelp and Google. These reviews
have a huge impact on the purchase of hotel bookings, gadgets and clothing.
It’s the sense that ‘If it works for this person, it will work for me!”
● http://www.inpwrd.com/nielsen● http://www.edelman.com/insights/intellectual-
property/2014-edelman-trust-barometer
w
Sources:
Download the Complete Guide
to Landing Pages
w
Thank you for viewing!
Wishpond
One Easy Tool for All of Your Online Marketing
create online ads, contests, landing pages & email automation campaigns
Did you like this presentation?
Check out blog.wishpond.com for more!
Share our blog!
w
Related Documents
