Drugi jezik na kojem je dostupan ovaj članak: Bosnian
This warning was shared while Weed talked about the problems in the UK market, where the level of trust reached its lowest point in 2018, with 25% consumers having trust in advertising.
Keith Weed sees this as a great problem, that is likely to increase with time if not tackled immediately.
The issue has been caused by what Weed refers to as the “seven deadly sins of advertising”. These are: the reduced quality of advertising; the challenge around influencer marketing; concerns over data; brands funding bad activity including online fraud; fake news; personalisation; and bombardment.
These are directly impacting people’s perceptions of advertising, as evidenced by the data collected in AA’s White book, “Arresting the decline of public trust in UK advertising.”
“A brand without trust is a product, and advertising without trust is just noise. Trust is the key thing we need to engage with,” weed said suggesting a range of actions that companies can immediately take to tackle the erosion of trust: reducing bombardment; reducing excessive frequency and retargeting; ensuring the Advertising Standards Authority “remains exceptional”; showcasing best practice in data privacy; and illustrating that advertising can drive positive social change
AA President also warned that “We got a bit caught up in doing data and targeting, which is important, if we didn’t build those muscles we would have been a Kodak or a Blockbuster. Now we need to move on from learning how to build around data and get back to what we used to do so brilliantly well, great advertising.”