Does advertising belong on the scrap heap of marketing history?

Once again we have received news about the poor effectiveness of advertising: The Nielsen survey “Global Trust in Advertising” reveals that only 25 per cent of all Germans trust in the messages of display advertising.

By far the majority of Germans (88 per cent) trust recommendations from friends above anything. Online consumer reviews get the second-best rating. Editorial content, such as for instance newspaper articles, came third. Even brand websites and self-subscribed email newsletters (note the self-subscribed) enjoy more trust than advertising, namely 36 and 26 per cent respectively.

In a nutshell, this survey is a clear vote for recommendation marketing and PR. It looks like those who don’t intensify and professionalise their efforts in these areas will have to prepare to confront one question: Which century does your marketing knowledge come from?

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Text in: German

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