losing his attention by trying to help him via different channels?
Posted: Sat Dec 21, 2024 3:55 am
The research questions were:
What is the influence of perceived trust in, and familiarity with, an advertising platform (such as Facebook, NRC.nl, LINDA.) on advertising effects?
Does it matter whether people are naturally trusting or distrusting?
Advertising on websites that are considered highly trustworthy scores higher on brand preference in the IAT. This effect is 52.4 percent higher than for platforms that are considered unreliable. There is no significant difference in the effect of advertising on people who are trusting and distrustful. The impact of advertising differs per advertising platform.
What do we learn from this?
A number of conclusions can be drawn from the research:
The Dutch are becoming less and less trusting – and this is affecting the effects of advertising
A majority of Dutch people check the source of content and news: people understand the value of this
A print environment scores better than an online environment for an advertisement, especially among loyal readers
The extent to which a platform is perceived as trustworthy has an increasing impact on the brand preference (+52.4 percent) of the advertiser in that environment
Advertisements shown in a trusted environment have a greater effect on average (brand preference, purchase intent)
It is not the case that frequently visited websites are automatically seen as more reliable.
Recommendations
What recommendations emerge from the results of the above studies ? It is clear that trust in media platforms plays an important role in the success of advertising on those platforms. So take the trust of your target group in certain advertising platforms into account in your media planning and whitelistening . Also remember that trust grows through trial & error . So create positive experiences with the brand to gain trust. This applies to both publishers and advertisers.
Chat and messaging are no longer just meant to answer customer questions. By starting a digital conversation at the right time, you can ensure that your conversion is much higher. What exactly is ' denmark telegram data conversational commerce' and how do you apply it in your marketing mix?
Chat is the familiar conversation window that you can integrate into a website or an app. With messaging you use third-party services , such as Facebook Messenger, Instagram Messages or Twitter Direct Messages. Both chats and private messages via social media are in real-time, have the form of a conversation and can be started proactively. The biggest difference is in how the customer has access to it. The choice of a channel often has nothing to do with the service or the product, but with the channel choice that a customer makes at that moment.
Imagine a customer who, while scrolling through his Facebook timeline, comes across a message about new jeans. After a click, the multichannel ordeal often begins. For a question about the price, a certain color or the sizing, he is referred to the website, while he actually wants to stay in the app or on the online platform. After all the distractions in the news feed , a customer still starts a conversation with you. Why would you risk
Messaging and chat, when integrated well into the entire customer experience, make it easier for customers to get information at the right time and via the right channel. Even in busy times, it is important to apply the basic rule of customer service: be prepared to help your customers, even if they do not ask for help yet. It is precisely in the latter case that you can improve results.
What is the influence of perceived trust in, and familiarity with, an advertising platform (such as Facebook, NRC.nl, LINDA.) on advertising effects?
Does it matter whether people are naturally trusting or distrusting?
Advertising on websites that are considered highly trustworthy scores higher on brand preference in the IAT. This effect is 52.4 percent higher than for platforms that are considered unreliable. There is no significant difference in the effect of advertising on people who are trusting and distrustful. The impact of advertising differs per advertising platform.
What do we learn from this?
A number of conclusions can be drawn from the research:
The Dutch are becoming less and less trusting – and this is affecting the effects of advertising
A majority of Dutch people check the source of content and news: people understand the value of this
A print environment scores better than an online environment for an advertisement, especially among loyal readers
The extent to which a platform is perceived as trustworthy has an increasing impact on the brand preference (+52.4 percent) of the advertiser in that environment
Advertisements shown in a trusted environment have a greater effect on average (brand preference, purchase intent)
It is not the case that frequently visited websites are automatically seen as more reliable.
Recommendations
What recommendations emerge from the results of the above studies ? It is clear that trust in media platforms plays an important role in the success of advertising on those platforms. So take the trust of your target group in certain advertising platforms into account in your media planning and whitelistening . Also remember that trust grows through trial & error . So create positive experiences with the brand to gain trust. This applies to both publishers and advertisers.
Chat and messaging are no longer just meant to answer customer questions. By starting a digital conversation at the right time, you can ensure that your conversion is much higher. What exactly is ' denmark telegram data conversational commerce' and how do you apply it in your marketing mix?
Chat is the familiar conversation window that you can integrate into a website or an app. With messaging you use third-party services , such as Facebook Messenger, Instagram Messages or Twitter Direct Messages. Both chats and private messages via social media are in real-time, have the form of a conversation and can be started proactively. The biggest difference is in how the customer has access to it. The choice of a channel often has nothing to do with the service or the product, but with the channel choice that a customer makes at that moment.
Imagine a customer who, while scrolling through his Facebook timeline, comes across a message about new jeans. After a click, the multichannel ordeal often begins. For a question about the price, a certain color or the sizing, he is referred to the website, while he actually wants to stay in the app or on the online platform. After all the distractions in the news feed , a customer still starts a conversation with you. Why would you risk
Messaging and chat, when integrated well into the entire customer experience, make it easier for customers to get information at the right time and via the right channel. Even in busy times, it is important to apply the basic rule of customer service: be prepared to help your customers, even if they do not ask for help yet. It is precisely in the latter case that you can improve results.