In spite of the rapid growth in digital advertising, people still say traditional media influences them the most. In a recent surveys by Clutch and Marketing Charts (December 2017), TV wins the “most trusted and most influential media award.
Although this may seem surprising considering the ad buzz world, even though social media made some rapid increases in recent years, TV and print have remained constant in trust levels. Trust and purchase influence go hand in hand, but trust is really the key to powerful marketing messaging.
This does not mean you should abandon your digital efforts, but it does mean that a strong media mix is still key to successful marketing.
Will advertising continue to work? It is interesting “older adults” are more skeptical of advertising than younger counterparts. Surprisingly, Millennials were more likely to say advertising “influenced” their purchases.