Report: 70% of Consumers Trust Brand Recommendations From Friends

March 21, 2013
Advertisement

Seventy percent of consumers trust brand recommendations from friends, but only 10% trust advertising, according to a new report from Forrester Research. This is extremely important information for funeral homes to digest as funeral directors say 80% of new business is from client family referrals.

The study, based on responses from 58,000 respondents, also found that 46% of consumers trust consumer reviews and 9% trust text messages from brands. The findings come after at least one Facebook partner has affirmed that the social network’s Sponsored Stories — which are based on friend recommendations on behalf of a brand — are more effective than standard banner ads.

Forrester’s report advocates branded content, which analyst Tracy Stokes writes “has the ability to create brand differentiating by bridging the gap between TV’s emotive power and digital media’s efficient reach.” Stokes views branded content as a “pull” model vs. advertising’s traditional “push” approach. Forrester defines branded content as:

Advertisement

Content that is developed or curated by a brand to provide added consumer value such as entertainment or education. It is designed to build brand consideration or affinity, not sell a product or service. It is not a paid ad, sponsorship or product placement.

Marketers appear to have gotten the message. The report states that 79% of brands say their organizations are shifting into branded content. The problem, however, is that branded content is far from tried-and-true as a strategy. Writes Stokes: “For every Oreo or Old Spice there are hundreds of unseen messages and videos.”

Image courtesy of iStockphotoMosquitoSlayer

[Article via: Mashable.com]

Ryan Thogmartin

CEO at DISRUPT Media and ConnectingDirector.com
Ryan Thogmartin is the Owner and CEO of DISRUPT Media. DISRUPT Media is a full service social media agency specializing in social media strategy, management and reporting for funeral companies. DISRUPT Media is the creator of the FUNERAL Social Design Process which is the only full service social media strategy program crafted specifically for the funeral profession.

Go to http://funeralsocial.com to find out more about the services we offer. Our clients who are apart of our FUNERAL Social Design Process are seeing an increase in post reach and engagement of over 300%.

Ryan is also the founder of ConnectingDirectors.com. ConnectingDirectors.com is the leading online daily publication for funeral professionals with a reader base of over 45,000 of the most elite and forward-thinking professionals in the profession. With ConnectingDirectors.com Ryan has created a global community through an online platform allowing funeral professionals to Stay Current. Stay Informed and Stay Elite.
Advertisement

You may be interested

2 Business Visionaries Explain How to Sell Memorial Products
Cremation
191 views
Cremation
191 views

2 Business Visionaries Explain How to Sell Memorial Products

Justin Crowe - September 18, 2017

Last week, I got an unbelievable opportunity to speak with two modern business thought leaders about selling memorial products -…

NFDA Congratulates 2017 Best of the Best Award Recipients
Funeral Industry Press Releases
25 views
Funeral Industry Press Releases
25 views

NFDA Congratulates 2017 Best of the Best Award Recipients

CDFuneralNews - September 18, 2017

Brookfield, Wis. – The National Funeral Directors Association (NFDA) is pleased to announce that the following funeral homes have earned…

Life Celebration, Inc. Introduces A New Addition to Training and Development Team
Funeral Industry Press Releases
14 views
Funeral Industry Press Releases
14 views

Life Celebration, Inc. Introduces A New Addition to Training and Development Team

CDFuneralNews - September 18, 2017

North Wales, PA- With great excitement, Life Celebration, Inc. announces a new addition to their training and development team. Massachusetts-based,…

Comments