According to a recent Forrester Research
report, Most consumers do not trust advertisements, regardless of
format or channel. And no medium is spared — they eschew advertising
in emerging formats such as search and mobile as well as traditional
media such as television, radio, and print.
To connect with target audiences in this atmosphere of distrust,
marketers must recognize that consumers:
 Crave
control of media — and ads. Consumers trust opt-in email more
than other forms of advertising — not surprising, given that the
channel offers at least some control over their marketing
interactions.
Show
receptivity to similar ad genres. Consumers trust advertising in
format clusters of either traditional offline media or digital
online media. For example consumers who trust
banner ads also trust other online formats such as brand Web sites
and search engine ads.
Controlled Media is Most Trusted.
Forrester went on to state that marketers need to mix:
Prioritizing
experience-based tactics - Experiencing or seeing a brand in
action influences
consumer perception most. Marketers can take advantage of this
inclination by utilizing
traditional tactics such as product sampling, public relations
outreach, and guerilla marketing.
Incorporating
tactics that achieve the highest levels of trust and influence -
Consumers are most receptive to opt-in email, in-store ads, and
consumer opinions posted online
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