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Advertisers Targeting "Untrustworthy" Media?

Posted on 9.01.2006

More and more marketers plan on advertising on blogs and public forums in the upcoming year. But some interesting findings suggest that some of that advertising budget may be misdirected.

Jupiter Research released a new report that finds only 21 percent of consumers trust product information that stems from social media when considering a purchase. The findings also state that consumers are twice as likely to trust information on a corporate website or professional review organization, Consumer Reports for example.

These are interesting numbers, as most marketers have been jumping on social media formats because they feel that consumers trust each other more than the big, faceless corporation. It's a good reason that if you have a company blog, to not hide your corporate identity. WSM recently posted a blog on this very topic.

Still, the survey found that about 20 percent advertisers still plan on using this type of viral marketing next year - for branding purposes.

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