It's All About Trust - Tom O'Regan-Martini Media

Welcome Martini Media our newest MediaBizBloggerWho do you trust Advice from a close friend or relative or let39s say the verbose and colorfully dressed used car salesmen screaming his pitch across the streetI think the answer is obviousAccording to a recent study from Nielsen 92 of consumers around the world say they trust earned media such as wordofmouth and recommendations from friends and family above all other forms of advertising an increase of 18 since 2007 Earned media the most coveted form of advertising and hardest to secure is media customers use to help spread the brand39s message social media WOM etc The key to ensuring your message is shared is to take the sales out of the sellEngaging content not ads motivates consumers to share with their personal networks Every time content is shared consumers are shaping their identity to the outside world it39s an expression of who they are what they love and what they believe And it39s this type of messaging that resonates with their social networks Brands that create content that captures our imagination will reap the benefits from the increasing socialization of media It39s not about selling a product it39s about telling a storyWorking closely with B2B and lifestyle sites engaging the affluent audience we39ve discovered that consumers earning 100k are actually more likely to share ads than most consumers In a study we conducted with WPPAdded Value we found that 74 of affluent consumers say a good ad is worth talking about That doesn39t mean that they are likely to share or discuss just any ad The task of reaching this audience is complicated by the fact that they are the least susceptible to simple advertising messages Instead they are most likely to respond and interact when ingenious creative arouses their curiosityAgain it39s about creating content that emotionally connects with customers Whether it touches the heart or the funny bone it needs to go beyond touting product features for it to be shared and trusted by others When you can create ads that do this you won39t just be another message you39ll be part the conversationTom Oamp8217Regan is a seasoned advertising executive with an expertise in vertical publishing and sales strategy As CRO of Martini Media he is responsible for companywide advertising revenue and operations He comes to Martini Media after a dozen year stint as head of TheStreet Incamp8217s media businessRead all Tom39s MediaBizBloggers commentaries at Martini MediaCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaBizBloggerscom management or associated bloggers MediaBizBloggers is an open thought leadership platform and readers may share their comments and opinions in response to all commentariesamp160

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It's All About Trust - Tom O'Regan-Martini Media

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