THERE’S NO TRUST WITHOUT ATTENTION
Only persistent brand communication through paid, owned and earned media is the one to result in real trust
Nielsen has published the results of a global research around the end of last year about how much people trust different forms of advertising. Only five of them have reached 50% results or above: newsletters, official web pages, editorial content, opinions (such as reviews) and recommendations from people we know.
As much as 92% of people instantly trust recommendations from people they know. It’s obvious how recommendations are the best way for building trust between consumers and brands. These trends aren’t unexpected considering the omnipresent social platforms forcing brands towards maximum transparency and two-way communication with the fans.
Campaigns used to be classified as ATL, BTL or online. Social networks have changed the way advertising campaigns are run. Today, brands should build campaigns through PAID, OWNED and EARNED media. EARNED media are based on visibility gained by sharing brand content through mass communication and social channels. Earned media are likes and shares on Facebook or YouTube by people who trust the brand, but one always has to bear in mind how those likes and shares are not more important than the attention brands create through paid and owned media.
Even though consumers trust the earned media more, it’s important to know how those loyal fans would not be there if it weren’t for a broader consumer base. The broader consumer base is created through an adequate and continuous usage of owned and paid media.
Paid media, or a brand content created and distributed by the brands themselves, is important in order to introduce broader masses with the overall brand story. In the inflation of all kinds of brand communication from TV to garbage bins, it’s important for paid communication to have a disruptive power. Paid media have an assignment to draw attention of the public on a certain brand, then the owned media play their role (web pages, social media pages) by spreading the paid brand message to the interested public effectively with minimum costs. Finally, the earned media take over the role of the paid media distribution further between the fans – the people who trust us.
Only persistent brand communication through paid, owned and earned media is the one to result in real trust: There’s no trust without attention, or you can only be trusted be those who want to hear what you have to say!
Ivan Tanić, Startegic Planner, Bruketa&Žinić OM
This text was created for and published by Net.hr