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July 8, 2011 by Chris Lanchech 3 Comments This article is for business owners who are looking for growth. If you are a local business you must consider online advertising over the yellow pages and news papers. If you do not have the cash flow necessary to take advantage of the growing opportunity to get more business online. Here to help you with your internet marketing strategy, including search engine optimisation, social media marketing and website design.
It’s unfortunately garnered a reputation for being less than honest, and many believe that sharp practices lie at the heart of the industry, where the sale is the only thing that matters. The study commissioned by the Advertising Association’s independent think tank, Credos, and conducted by ComRes, interviewed 2,000 consumers and discovered that two-thirds of UK adults trusted advertising to some extent.
The interesting discovery about the survey was that there was a marked difference between the views on the industry in general and the work it produces: Customers appreciate the work the industry does, but not the industry itself. It’s ranked above the media, energy and, unsurprisingly, the banking sector in terms of favourability, but only just beats banking when it comes to trust. There is a clear warning however, about placing too heavy a reliance on social media marketing.
Whilst the social media may be viewed by many as the new Holy Grail for the advertising industry, the survey would recommend a note of caution. Recent reports show its growth and growth is correlated with companies who have a strong cash flow strategy.  Analyst firm Bimo Marketing  is predicting double-digit growth through 2015.


The evidence is clear, companies that are not investing in a strong web presence are missing the mark in 2011.
The question is, is this really a fair and accurate reflection of the advertising industry at the moment? Furthermore 88% of those questioned believed that advertising helps to boost retail sales in the UK. 53% trusted the industry, yet only 3% trusted it explicitly, with 38% of consumers showing no trust in it at all.
According to Credos director, Karen Fraser, “people are now more part of a conversation between brands and consumers, and that brings greater transparency.
Direct mail is probably the only channel where the pattern breaks down, with 50% of consumers claiming to have no trust in it at all.
36% of consumers may indeed use Facebook on a daily basis, but 31% never use it at all, and that figure rises to 71% for Twitter. Expenditure on online ads will hit $60 billion that year — that’s almost double last year’s spending figure. Naturally these last figures need to be viewed in the context that those who have strong opinions tend to make more of a fuss, or as our American cousins would rather say, it’s the squeaky wheel that gets the oil.
Online marketing surprisingly comes out poorly in terms of consumer trust: internet marketing channels are trusted to some extent by just under half of consumers, but sadly 34% of consumers don’t trust it at all.
Perhaps the warning signs are clear, and that’s that advertisers may not be best advised to put all their advertising chickens in just the one basket.


The new report assumes a continued growth in search advertising as well as in banner ads from large sites like Yahoo, Google and Facebook. Well, it might surprise you to learn that according to a recent study by Marketing Week, things may actually be improving. However, before advertisers start to break open the champagne, there needs to be a slight note of caution.
Surprisingly newspaper and magazine advertising fares better, with 69% claiming they trust the advertisements to some extent, and only 20% showing no trust at all. According to Eurostar’s marketing director, Emma Harris, this message fortunately is beginning to get through to those within the industry, and the emphasis now is plainly on diversifying the marketing mix: “marketers are aware that Facebook communication is to a specific demographic. Only 3% of those polled trust advertising to a great extent, whilst 22% said they did not trust it at all. Any marketer will need to understand that you have to use a combination of different media. Unsurprisingly those consumers who hold a strong opinion about marketing are prone to view it less favourably and in negative terms.



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