Advertising and brand messages are everywhere and it is almost impossible to escape the reach of companies. Companies talk to consumers all the time and try to convey their values, principles and the qualities of their products at all times. But even if they are trying to share their messages all the time, that does not imply that consumers will welcome or accept them at all times.In fact, in recent years, brands and companies have faced credibility and trust issues. Consumers believe what they are told far less than they did in the past. In part, companies are hampered by a general loss of trust in institutions. In part, their own practices are causing them to lose steam.In fact, it is quite likely that the way brands now behave has a very negative impact on their perception and the trust they generate. As the president of the Advertising Association, Keith Weed recently pointed out , the industry is committing a series of cardinal sins that cause the trust that they could have earned has been lost. It should not be forgotten, he recalled, that 69% of people no longer trust ads at all, as an Ipsos Connect study showed. What are those practices that are making the industry water?Ad quality is getting worse As the person in charge of the study explains, the fact that consumers are increasingly annoyed with advertisements implies that they trust them less and less.

The key to understanding why ads bother them more and more is in the quality of the ads. Ads are getting badder or more annoying. The study uses as an example to El Salvador WhatsApp Number List understand this data the perception that consumers have of television advertising in the United Kingdom. In the past year, half of consumers said they found television commercials annoying. In 2006, only 15% said it.Brands create smoke on social mediaOr what is the same: the pressure that brands exert on what happens on social networks to be as positive as possible for their interests has made them become a scene full of smoke. The false or inauthentic activity that is generated in social media to create the illusion of success has become a drag.

False followers or bought likes are not only a problem when hiring influences, but also in the general appreciation of the conversation.Concern about personal data growsConsumers are increasingly concerned about how their personal data is used and also who has access to it. In a parallel way, although closely linked to this, the study also points to the risks posed by excessive personalization of advertising. Strategy managers love personalization because it means telling each consumer what they want to hear.However, things have gone out of line. It is no longer about offering what is expected to be wanted, but being too heavy, doing the wrong thing or just being unsettling. The examples are plentiful.

From that ad that haunts you after having entered a page and that makes you not want to buy something out of boredom or the one that a company assumes that you are interested in because of your age or gender but that simply saturates you (the Clear Blue case ), the list is very long.Advertising is giving money to those who do not belongIn the aftermath of the YouTube scandal, when it was discovered that legitimate brand advertising was appearing linked to extremist videos, it has been taking a close look at what is happening with the ads. Consumers don’t like brand ads appearing on questionable sites or linked to objectionable content, but programmatic advertising makes it increasingly difficult to control where ads appear.

All of this has had an impact on the trust consumers place in ads.The fake news has been a stabAlso another of the great problems in content has been a negative blow in terms of trust. Fake news and its growth have caused advertising to lose credibility by 35%.There is too much publicity The advertisements and the different messages of the brands are ultra-present in the day to day. It is estimated that right now, on average, consumers receive 10,000 messages from brands every day. Data does not stop growing, especially as more communication channels appear with brands. This makes messages seem less relevant, but also makes consumers feel bombarded and saturated with ads and brands.

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