INCEASINGLY CONSUMERS ARE NOT BELIEVING WHAT MARKETERS ARE SAYING Someone once said that if an advertisement says something is incredible – it probably is. What is more, research shows that this is an increasingly common view among consumers. Research consistently demonstrates that consumers have become highly sceptical of marketing messages – almost regardless of the […]

INCEASINGLY CONSUMERS ARE NOT BELIEVING WHAT MARKETERS ARE SAYING Someone once said that if an advertisement says something is incredible – it probably is. What is more, research shows that this is an increasingly common view among consumers. Research consistently demonstrates that consumers have become highly sceptical of marketing messages – almost regardless of the message. Indeed, academic research now shows that marketing messages have fallen from first to third in terms of the three factors impacting on purchase behaviour – personal experience – what others say – marketing messaging. Certainly there is consistent questioning of hyperbole and platitudes – but increasingly consumers are becoming sceptical of all claims made by advertisers. To a very large expect this has been the result of: The plethora of false adverting. The failure of many businesses to deliver. The volume of marketing messages. The fact that so many are claiming the same thing.…