Is traditional advertising back?

Does “influencer fatigue” and mistrust signal a return to traditional advertising?

With traditional advertising deemed outmoded by some over the past decade, the tide could turn for new brands as consumers begin to question the credibility of influencers and other non-traditional advertising platforms.

In the age of Tinder scammers inventing Annas and Zyre festivals, it’s increasingly important for marketers to adapt their game plan to the latest media habits and preferences of consumers.

A rise in consumer distrust could mean having to balance new and innovative advertising solutions with safe or traditional advertising channels.

Influx of influencers:

Global research shows that consumers are not only exhausted by the misleading advertisements often posted by influencers, but that there seems to be a great deal of mistrust towards influencers.

When it comes to social media marketing, information from media agency UM shows that influencer marketing seems to be the least reliable form of marketing. This is in line with another investigation by YouGov and Gray London. They attribute this to a lack of clarity and transparency; that things might not be all they seem when people get paid to put products in posts.

In 2018, Unilever, one of the world’s biggest advertisers, stopped working with social media influencers who buy followers, citing unethical practices that run counter to a company’s goals. choosing influencer marketing.
This has raised the question of whether influencers know the brands they promote and do their due diligence before aligning themselves with a brand. During the recent Hello Darlings holiday fiasco, influencers who were used by “the travel agency” to promote the business found themselves with their reputations in tatters. https://twitter.com/…/honest…/status/1501469292604403712

It’s important for brands to remember that influencers can bring both positive and negative attention to a brand. An influencer’s behavior can directly cause negative impressions of an associated brand, and there is a risk that consumers will associate people with brands, which rarely happens with local media. There is a direct link between the credibility of the advertiser and the advertising medium and the impact on the audience. That’s not to say there isn’t room for new media and innovation. However, today research shows that consumers prefer non-disruptive advertising in “safe” spaces.

Caxton provides a safe brand environment with many measures in place to ensure we are trustworthy and unbiased when it comes to the needs of marketers.

Source: Spark Media

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