Does your company advertise? If so, I have bad news: Your audience doesn't trust your ads. I don't mean to call you out specifically, dear anonymous reader. But statistically speaking, it is a likely reality. A wide-reaching survey earlier this year "found advertising to be the least likely source people would use to garner information about a business, with just 14% saying they trust advertisers in this respect." That’s not to say advertising doesn’t work. It just doesn’t work on its own. Customers are looking elsewhere to form perceptions about your business and what it stands for. Only once they’ve shaped these perceptions are your ads likely to break through and make an impact. Social media is becoming more vital than ever as a proving ground for brands in this respect.
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