Digital marketing – the ad world’s ginger stepchild*
I’m busy writing up this year’s Digital Media Top Asian Brands report. This is the third year Media has looked at consumer attitudes toward brands and their online activities. It’s based on some pretty meaty research from TNS covering Hong Kong, China, Singapore, Taiwan, Malaysia and Thailand.
Obviously I’m not going to give anything away before the data is published, but there is one very interesting finding that deserves to be aired and discussed. The data shows quite clearly that people really don’t like most of the established forms of digital marketing.
I’ll publish the full chart post-publication, but the key finding is this: across these Asian markets, the seven least trusted forms of marketing (online and offline) are all digital. Ads in video games, mobile SMS, email ads, banner ads and, interestingly, search ads are among the marketing channels with very low trust scores.
At the other end of the table, the most trusted marketing channels also include a few digital options. Unsurprisingly, recommendations from friends and family is the out and out leader. But expert reviews on websites, manufacturers’ websites, consumer opinion on blogs and consumer reviews on
Maybe digital does belong to PR after all!
Watch this space (and the Media magazine and website) for more data on this. I’m doing a feature on it too.
*No offence intended to those of red or strawberry blond persuasions. It’s just a phrase!
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