The mistakes made by the’advertising industry that undermine the credibility of brands
Advertising and brand messages are everywhere, and it is almost impossible to avoid them’escape the reach of businesses. Companies talk to consumers all the time and try to convey their values, principles and the qualities of their products at all times. But even if’they try to share their messages all the time, it does not mean that consumers are happy to receive or accept them all the time.
Why corporate credibility is at stake with advertising ?
In fact, in recent years, brands and companies have been facing credibility and trust issues. Consumers believe much less in what they see’They are told that in the past. Businesses are in part hindered by the general loss of trust in institutions.
In part, their own practices are causing them to run out of steam.
In fact, it is very likely that the current behavior of brands will have a very negative impact on their perception and trust that they will be able to share their messages’they create. As the president of the Advertising Association, Keith Weed, said’recently pointed out, the’The industry is committing a series of deadly sins that are causing the loss of trust that the industry has in its products’it could have earned. N’Let’s not forget, he reminds us, that 69% of people do not trust advertising at all anymore, as is the case with the Internet’showed a study of’Ipsos Connect: what are the practices that make the world go round?’s mouth watering in the industry ?
The quality of ads is getting worse and worse
As the’explains the researcher, the fact that consumers are increasingly annoyed by advertising means that’They have less and less confidence in themselves. The key to understanding why ads increasingly bother them is the quality of the ads. Ads are getting nastier or more annoying. L’The study uses as an example to understand this data the perception that consumers have of TV advertising in the UK.
In the past year, half of consumers said that they were told that in the past, they would not trust advertising’they found TV commercials boring. In 2006, only 15% of the world’s population’they said.
Brands are creating smoke on social networks
In the’In other words, the pressure that brands put on what happens on social networks to make them as positive as possible for their interests has made it a smoking scenario. L’It is important to understand the false or unreal activity that is generated in social media to create awareness’The illusion of success has become a burden. False followers or bought tastes are not only a problem when hiring a new employee’It is not only in the influencers, but also in the media’overall appreciation of the conversation.
Personal data is raising more and more’concerns
Consumers are increasingly concerned about how their personal data is used and who has access to it. In parallel, but closely related to this, the’The study also highlights the risks of’excessive personalization of advertising. Strategists love customization because’It consists in telling each consumer what to do’he wants to hear.
However, things have gone too far. It does’acts more than’offer what the’It is expected of you, but it is not enough’It’s a good idea to make sure that your messages are not too heavy, that they don’t do things wrong or that they are simply annoying. There are many examples.
From that advertising that follows you after entering a page and makes you annoyed and no longer wants to buy something or that’a company assumes that you are interested in the’age or gender but that simply saturates you (the Clear Blue case), the list is very long.
Advertising’It is to give you the best of the best’money to the wrong person
In the wake of the YouTube scandal, when’advertisements for legitimate brands have been found to be linked to extremist videos, ads have been closely monitored. Consumers don’t’I don’t like that branded ads appear on questionable sites or linked to objectionable content, but programmatic advertising is making it increasingly difficult to control the content of ads’where they appear. All of this has had an impact on consumer trust in advertising.
Fake news has been cut.
Another of the great problems in the content was a negative blow in what the trust affects. Fake news and its growth have caused advertising to lose 35% of its credibility.
There is too much advertising
Advertisements and various messages from brands are ultra-present in everyday life. It is estimated that’to the’Currently, consumers receive an average of 10,000 branded messages per day. The data keeps growing, so it’s hard to tell’especially since the communication channels with brands are multiplying.
Messages no longer seem relevant, but consumers feel bombarded and saturated by advertising and brands.