Selling trust — How the authenticity of personal media ads enchants customers

Personal Media Ads (PMA)

Imagine that your satisfied customers become passionate ambassadors for your company. Personal media ads make just that possible. They make Word-of-mouth usable and controllable for the first time in order to increase your brand awareness and reputation and ultimately also increase sales through trustworthy product or service recommendations. In a world where people are flooded with advertising and reaching the target group is becoming increasingly difficult, these personal, honest messages are the key to success.

“Brands that rely on personal recommendations see an increase in sales of up to 20% . ” Harvard Business Review, 2021

The magic of authenticity

Authenticity is worth its weight in gold. Customers recognize advertising as such and often no longer feel addressed. If a message is perceived as classic advertising, it often ends up in the trash bin faster than you can blink. The message must therefore be authentic so that it appeals to the target group.

“According to a study by Edelman (2023), 60% of consumers say they are looking for more authenticity in advertising. ” Edelman, 2023

Create trust
Recommendations from friends and acquaintances are priceless. They weigh more than any ad a company could place. The Internet is also teeming with fake reviews and dubious recommendations, which further weakens trust in traditional advertising.

When someone we trust recommends a product or service, we're more willing to take that recommendation seriously and make a purchase. That is the magic of real trust!

“92% of consumers trust recommendations from people they know. ” Nielsen, 2015

Authenticity as a sales booster
Recommendations from a personal environment significantly increase the probability of a purchase. Authentic recommendations are not only trustworthy, they can also make the decisive difference between interested parties and buyers.

“Recommendations increase the likelihood of a purchase by up to 50% . ” McKinsey & Company, 2021

How personal media ads unleash the magic of authenticity

Personal media ads are characterized by their ability to make referral marketing controllable and to use the personal relationship of customers as an advertising channel.
Here are the components of PMA that create authenticity:

1 Personalization
Tailored personal media ads that are tailored to the specific interests and needs of the target group increase the likelihood that they will be perceived as authentic. When people feel that they are being addressed directly, they are more willing to believe the recommendation.

2 Adapted speech
The key to authenticity lies in speaking out. Personal media ads are designed to give the impression that they come from the person making the recommendation. A personal address and an informal language reflect the personal exchange and ensure that the messages are genuine.

3 Content
The trick is that personal media ads include a recommendation for products or services but don't sound too promotional. The advertising texts are not excessive, but rather reserved and subtle.

4 Using common messenger services
The dissemination of messages via popular messenger services such as WhatsApp or Telegram ensures that recommendations are shared in a familiar and relaxed environment. This causes the message to be read in the first place and not immediately deleted. These platforms are part of users' everyday lives and strengthen the credibility of the news. When people receive recommendations from their circle of friends on these platforms, they feel more secure and are more likely to follow them.

“70% of consumers read messages sent via messenger services. ” Statista, 2023

‍5 Targeted targeting
Personal media ads are sent specifically to people who are potentially interested in the product or service. An algorithm alone cannot do this. This strengthens authenticity and gives the feeling that the recommendation is credible.

Long story short

At a time when traditional advertising methods such as social media ads are often ignored, personal media ads offer a fresh and authentic perspective. Companies that rely on genuine relationships and authentic recommendations can not only build trust but also develop a loyal customer base.

The authenticity of personal media ads is key to increasing engagement and deepening ties with the company. When satisfied customers share their positive experiences, a viral loop is created, which increases the reach exponentially through personal recommendations. This organic process significantly reduces acquisition costs, as new customers do not have to be acquired through expensive advertising measures, but through recommendations from the existing network.

The power of authenticity is undeniable—and personal media ads offer a unique opportunity to work that magic while making customer acquisition more efficient and cost-effective.

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