eAdvisor - Marketing Factoid

Gain Customers, Boost Credibility

If you’re seeking to strengthen your brand and evoke a positive response from your eMarketing campaign, you may want to think twice before designing that fancy banner ad. Research shows that brand mentions presented in an article format are more effective in driving responses than traditional advertisements. In addition, readers perceive such brand mentions as more trustworthy than ads.

Ready for action
According to an ARAnet study based on research from Opinion Research Corporation, “articles that include brand information were most likely to lead U.S. Internet users to read — and act.”

The study showed that 51 percent of U.S. Internet users said they would likely read and take action when brand information is in an article format rather than an ad format. A mere 13 percent of respondents said they would likely read and take action after viewing a pop-up ad, and only 25 percent said they would do the same with a banner ad.

This study correlates with research findings on consumer views of advertising. A 2007 Myers Publishing study found only 17 percent of people trusted advertisers. And a 2008 Gallup poll revealed that only 10 percent of ad practitioners were viewed as trustworthy.

A professional eNewsletter can combat the credibility chasm that is growing between advertisers and consumers. eNewsletters:

• are convenient for readers
• are welcome in subscribers’ inboxes
• establish company credibility
• address multiple audiences

Want to learn how your company can deliver its next marketing message in a professionally written article within the context of your customized eNewsletter? Contact the team at Proven Systems at 800-720-5398 or info@provensystems.com.

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