Do your customers trust you? Do your readers or your leads? This presentation gets straight into the most recent Nielsen and Edelman data, giving you insight into the influence of trust and content on your consumer's buying habits. Which sector do they trust most? Which source of information or piece of content influences the decision-making process more than any other? Check out "The Role of Trust & Content in the Consumer Decision-Making Process" and optimize your own marketing strategy.

1. The Role of Trust and Content
In the Consumer Decision-Making Process
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Most Trusted Sectors
Technology continues to lead. Unsurprisingly, banks are
struggling with consumer trust
Technology 79%
Automotive 70%
Food & Beverage 66%
Consumer Goods 65%
Energy 59%
Pharmaceuticals 59%
Media 51%
Banking 51%
76%
58%
56%
54%
55%
53%
43%
47%
2009 2014

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This data indicates a substantial change in
the level of trust that the consumer has for
industries - all of which has grown in the
past 5 years.
The struggling economy created a genuine
lack of trust in all sectors, something which
is decreasing as the economy grows.

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Information Source Usage in the
Consumer Decision-Making Process
Social Media 54%
User Reviews 52%
Online Ads 51%
Expert Reviews 46%
Word of Mouth 45%
Official Websites 44%
TV Advertising 40%
Radio Advertising 29%

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This data is incredibly important for online
marketers, as it indicates the substantial
level of value that people have for online
sources.
Note that radio and TV are used far less
frequently than they were 5 years ago as a
source for product information.

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Most Trusted Influencer to
Communicate each Topic
Engagement Integrity Products & Totals
Services
50%
21%
30%
15%
12%
32%
37%
17%
21%21%
31% 32%
27%
25%
13%
27%
36%
25%
21%
16%
26%
Company’s CEO Company’s Employee Activist Consumer
Academic Media Spokesperson

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This graph shows how vital it is that your
business’ employees are seen as the face of
your company.
This is something to keep in mind with your
website (“about us” pages) as well as,
especially, your social media pages like
Pinterest and Instagram.
Showcase your employees, and how much
of an influence they have on your business’
success.

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Credibility of Spokespeople
67%
66%
62%
53%
52%
52%
43%
36%
2009 vs 2014
+5
+0
+15
+4
+9
+20
+12 (+0 since 2013)
+7
Academic or Expert
Technical Expert
A Person like Yourself
Financial or Industry Analyst
NGO Representative
Regular Employee
CEO
Government Official or Regulator

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This graph illustrates accurately how
important it is to cultivate a business
personality of someone like your business.
Use this persona in all professional
communication (marketing emails, content
creation, social media, etc). Empathize with
your possible customers and they will trust
your business more, leading to an increase
in revenue.

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Content Impact on High-Priced Items
Brand Impact Expert
Content
User Reviews Branded
Content
Familiarity Lift 122 33 144
Affinity Lift 153 47 127
Purchase Intent Lift 186 57 57
High Price Items ($1000+, like a new car or flat-screen TV)

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When buying an expensive product,
consumers still rely on expert advice.
This is the value of including expert
testimonials in your pricing pages and
landing pages (if your price points are above
1000 dollars).

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Content Impact on Mid-Priced Items
Brand Impact Expert
Content
User Reviews Branded
Content
Familiarity Lift 110 150 40
Affinity Lift 141 100 71
Purchase Intent Lift 113 75 125
Mid-Price Items ($400-999, like a smartphone, car insurance or camera)

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When buying a mid-range product,
consumers no longer value experts as they
did with high-priced products.
The study shows that once your price
points drop to between 400 and 1000
dollars, consumers increasingly trust the
word of people they can relate to.
This is the value of including customer
testimonials in your mid-range product
pages.

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Content Impact on Low-Priced Items
Brand Impact Expert
Content
User Reviews Branded
Content
Familiarity Lift 105 94 87
Affinity Lift 74 150 75
Purchase Intent Lift 142 155 105
Low-Price Items ($399 and below, like clothing, most gadgets and food)

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When buying a low-price product,
consumers value the word of their peers to
create familiarity, affinity as well as intent
to buy.
Consider the value of online reviews on
Amazon, Yelp and Google. These reviews
have a huge impact on the purchase of hotel
bookings, gadgets and clothing.
It’s the sense that ‘If it works for this
person, it will work for me!”

16. ● http://www.inpwrd.com/nielsen
● http://www.edelman.com/insights/intellectual-
property/2014-edelman-trust-barometer
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Sources:

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