When it comes to information about a product or brand, the personal recommendation trumps all else. That falls under the category of “earned” advertising. Your product was worthy, so you earned the respect of a consumer, who in turn, passed that good word on to their friends and family. It doesn’t get better than that.
The downside, is that “earned” advertising has to come when it comes. You can’t make it happen on schedule, so that’s where “paid” and “owned” come in.
Take a look at this trust chart from Nielsen and we’ll talk about it on the other side.
It’s a given that consumers don’t put much stock in paid advertising, but look at mobile dragging its knuckles at the bottom of the chart. Mobile phones and tablets are the hottest thing in tech right now, but people are almost universally shunning the ads they see there.