76% of Online Buyers Trust Direct Mail when making a Purchase Decision.
Many advertisers are amazed that traditional media scores as the most well-trusted engagement channels for on-line purchase decisions.
A study conducted by Marketing Sherpa, found that in terms of creating an atmosphere of trust with on-line buyers, the top scoring marketing channels are:
- TV Ads
- Direct Mail
- Radio
The least trusted channels are:
- Digital Pop Ups
- Ads in Podcasts
- Mobile Phone ads
- Online Banner ads
Video ads and search engine ads fall in the middle of the pack as far as purchase-decision trust, although we know (thanks to SearchEngineWatch.com) that 90% of people do not click on paid search ads and choose organic results instead.
What does this mean for advertisers?
Since online buyers trust Direct Mail, marketers need to consider upgrading the impact they can make with the traditional media channels in terms of great visuals, creative copy, terrific paper stock, and unusual shapes that stand out in the mailbox and beg to be opened.
Marketers also need to remember to use the right response mechanisms for success.
One more comment – online buyers trust direct mail to help them make purchase decisions. That’s why catalogs continue to rock! Research suggests Americans prefer direct mail over email. According to Marketing Sherpa, 76% of people trust ads they receive in the mail.
When used the right way, direct mail has a place in both the inbound and outbound process. Direct mail also lets you add value through education. It also helps you catch your prospect’s attention
Thank you to the Columbia Business Times for most of this information: http://columbiabusinesstimes.com/2018/01/30/marketing-building-trust-2018/