The Elephant Roaming Madison Avenue - You and Me
On the plane ride home from Chicago I was catching up on my reading cache in Evernote and had to share this gem from Nielsen: globally, both consumer opinions posted online and branded web sites are trusted far more than TV, radio, newspapers, magazines, search engine ads, online video ads and banners. And not just by a little either but a lot. In some countries like China, the figures for branded web sites are off the charts.
The takeaway here is that anyone can become a trusted resource. Over time, I suspect that as marketers fully understand this shift in attitude so will the dollars.
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The Gap between what I call the 'Digitalls' (i.e. us) and the 'Digicools' (i.e. my wife who uses facebook and an iphone because it is cool) is widening.
There needs to be less Digitall to Digitall thinkers, and far more Digitall to Digicool thinkers.
The most eye-opening stat here IMO are the bottom two numbers. Ever since I was running the survey at Forrester (Nielsen uses the same methodology), the bottom two options were in single digits. Hard to believe 24% of consumers trust text ads today.