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Establishing Trust Through Direct Mail in an Era of Fake News


Over the past five years, fake news has become an increasingly popular phrase thanks to Donald Trumps use of it. But searches for fake news peaked in March 2020 showing that people still feel the threat of misinformation, especially in this COVID era.

Establishing Trust Through Direct Mail in an Era of Fake News


"We dont have a fake news problem, we have an issue with getting advertisers to understand the value of credible trusted news versus an audience, which is playing to the hands of the distributors."
Dominic Carter, chief commercial officer at News



Over the past five years, “fake news” has become an increasingly popular phrase thanks to Donald Trump’s use of it. But searches for fake news peaked in March 2020 showing that people still feel the threat of misinformation, especially in this COVID era.

Digital marketing has changed the way we consume marketing.  52% of all online brand discovery happens in public social feed. That is a lot of content people are seeing and trying to work out what they can believe is real and what is fake news. Trying to gain consumers trust during this time of fake news is a struggle. However, using direct mail to advertise to your customers can be a great way to gain trust while avoiding of the rising distrust of social media.  

Trusted News Sources

45% of the British public believe they encounter fake news online every single day. A way of getting your consumers to trust you more is to invest more in alternative marketing methods , as the public are suspicious of most things they see online. If you provide valuable content then the customer will have a more enjoyable experience with your brand, building up that essential relationship that starts to create trust.

Dominic Carter, chief commercial officer at News UK said, “We don’t have a fake news problem, we have an issue with getting advertisers to understand the value of credible trusted news versus an audience, which is playing to the hands of the distributors.”

Direct mail is a trusted news source compared to what people see online. People will believe in the value of post mailed out rather than random sponsored ads they have seen on their social media.

Interacting with Your Customer Using Post

There is something you encounter most days, and that is your post. Whether you trip over it or the dog has chewed it, you see it every day. So, think of the coverage your brand could be getting, being seen in every household. Mail is not just something you can scroll past and forget about like social media posts; it is there already in your consumers’ households, and they have to interact with it. The mail brings a sense of trust to your brand as people believe that traditional forms of media are more trustworthy than online mediums. Having your brand already visible as a trusted form of advertising can be so valuable for your brand.

Do You Read Every Email in Your Inbox?

Our inboxes are bombarded with emails every day. Most of these emails are neglected promotional materials from shops a customer may have used once years ago. However, when you see the post every day there is no way of avoiding it. Having that physical form put through the door gets your brand into the house without having to hope that your posts get opened instead of deleted out of an inbox. Getting random junk emails can be the same as seeing fake news to consumers, and they will interact with it in the same way—with suspicion and not taking much notice of it.

Taking the time to have your advertisement posted through people’s doors using a mailing service rather than just creating an email or social media posts creates a relationship with the consumer without having to wonder if your online advertising has reached the correct people.

 

Fake news is a major worry for people. They are not believing what they see online as much as they used to. But, by using the traditional media of mail, people can have a closer relationship with your brand. Utilising a trusted form of advertising (like direct mail) is clearly beneficial in the age of fake news and will help you stand out from the digital crowd.”  

 

Sources

https://www.marketingweek.com/the-fake-news-effect/

https://journolink.com/resource/319-fake-news-statistics-2019-uk-worldwide-data

https://medium.com/swlh/marketing-in-the-fake-news-era-47bb2265c479

https://blog.hootsuite.com/social-media-advertising-stats/

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