31 Mar '14, 9am

Expert content lifts purchase intent more than branded user-generated media

Expert content lifts purchase intent more than branded user-generated media

Tommy Cheng, vice president of strategic marketing science at Nielsen SAN FRANCISCO – As content continues to proliferate online, consumers are increasingly hard-pressed to distinguish between credible sources and sources masquerading as credible, according to a panel March 27 at ad:tech San Francisco. The “Trusted versus Branded in a Content Saturated World” session discussed the importance of locating credible sources and avoiding an overtly self-promotional style. While user reviews are often touted as a beacon for consumers, the panel concluded that independent expert content still holds the most sway. “Nobody wants to be sold to,” said Peyman Nilforoush, cofounder/CEO of inPowered , San Francisco. “What’s really foundational to us as consumers is access to credible information,” he said. “Without it we’re kind of crippled when making decisions.” Karaoke effect The adv...

Full article: http://www.luxurydaily.com/expert-content-lifts-purchase-...

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