Why Trust is the Most Important Factor in Your Marketing
“Getting the news” in our multichannel world has gotten easier than ever—we carry access to just about any source with us at all times. At the same time, this ease has confused consumers about what sources we can trust and rely on. Only 39% believe the news they get on social media is trustworthy, according to the Ofcom Communications Market Report 2018.
Only 39% believe the news they get on social media is trustworthy, according to the Ofcom Communications Market Report 2018. Consumer trust of Facebook advertising has waned over fake news and the company’s negligence in protecting users’ personal information, leading to lower traffic.
Yet there’s one channel that consistently rises to the top when it comes to consumer trust. It’s magazines—80% rank magazine media as the most trusted source for news.
That trust comes, in part, from the perception of quality and the depth of reporting and analysis possible in magazine media. Consumers naturally recognize it and appreciate it, and this trust deepens their engagement with the experience. This is now known as the “trust bump” of print magazines.
“Advertising campaigns which include print magazines amongst their mix of media channels have a 22% increase in brand trust,” explains Zoe Samios on the website Mumbrella.
Samios is referring to a study in Magnetic Media that states “print magazines combined with out of home advertising, were found to drive brand interest and purchase intent, with consumers 3.2 times more likely to identify the brand and find out more about it.”
The study notes what they call “the multiplier effect.” Brands that advertise in print not only are more trusted but also see great brand favorability and purchase intent.
What Does This Mean for Brands?
“Magazine environments offer advertisers a quality context underpinned by engaged and passionate audiences who trust the content and find it relevant,” the Magnetic Media article continues. “We know from our Matter of Trust study that this has a rub effect on the advertising placed there resulting in increases in key brand metrics.”
If brands are trying to reach consumers where they are most engaged and most trusting of the message, advertising in print magazines is a win-win situation.
The age of multichannel consumerism is here, but what is becoming obsolete is a blind obedience to chasing eyeballs. Savvy brands are turning again to print to find the deep connection that only a trusted medium can deliver.
Air Age Media Advertising
Air Age Media is a leading enthusiast multimedia company producing the highest-quality content for the world’s most influential audiences. We engage more than six million monthly global consumers across digital, print, and video brands. The top brands in the drone, RC, aviation history, and die cast industry all partner with Air Age Media and utilize their highly engaged audiences.
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