Understanding the Credibility Problems With Web Advertising

Sun, October 21, 2007

Tags: Advertising, Consumers Researching, Reviews

While Internet advertising continues to grow rapidly, not all is rosy for marketers looking to capitalize on reaching consumers online. According to a new study, people still remain reluctant in comparison to other media outlets when engaging with advertising in the online space. Compared to newspapers, magazine and television, internet advertising is often seen with a more negative light when it comes to ‘consumers trust.’ It makes sense to me - between spam, pop-ups and the spread of viruses and spyware - yes, I too am reluctant to engage online advertising unless I know the source. I'm trying to think of the last virus I caught listening to a radio ad other than a headache!

What I found even more interesting though is the percentage of people that trust consumer reviews. Think about it - they are more apt to trust a bunch of complete strangers than your advertising messaging. I've said it a million times - and here it is again - consumer reviews are very important. You can try to fudge it all you want by posting your own phony reviews about how great your production is but, at the end of the day, the truth prevails and there will be a hundred reviews that give a true sense of how consumers are accepting your show.

Read On