Mediaboss Marketing

Word-of-mouth recommendations are still the top source of Filipinos when it comes to marketing, even as advertising in traditional media remain strong and online advertisments gain credibility, according to information and insights provider Nielsen.

Nielsens Global Survey of Trust said consumers in the Southeast Asian region placed the highest level of trust in word-of-mouth endorsements, with the Philippines ranking the highest to 89 percent, followed by Malaysia with 86 percent, Singapore with 85 percent and Indonesia with 85 percent.

Traditional, online adverts

Traditional advertisementson television, magazine and newspapercontinue to be among the most trusted forms of paid advertising for consumers in the region, despite declining trust in magazine and newspaper commercials.

More than seven in 10 consumers or 78 percent in the Philippines said they trusted television ads; followed by Indonesia at 74 percent; Thailand at 72 percent; and Malaysia 70 percentall well above the global average of 62 percent.

Meanwhile, the Nielsen study said online advertising saw the largest increase in trust levels for Southeast Asian consumers, with 68 percent of Indonesian consumers placing the highest trust in consumer-consented e-mail messagesup 16 points from 2007 and 11 points higher than the global averagefollowed by the Philippines, Singapore and Malaysia.

Optimism for the future

Guillermo Luz, co-chairman of National Competitiveness Council, said that consumer confidence rises when there's an optimistic view on the future and with that, how Filipinos get their information is still evolving in the Philippines.

"A lot of it has to do something with the generation," Luz told GMA News Online on the sidelines of the Philippine-UK Trade and Investment Links press briefing at PICC in Pasay City.

"But when I say 'generation,' it's not necessarily just age, it's also exposure. Some people are IT, technology generation versus other people that are more a bit of old school. It's a matter of preference as well," he added.

Read more from the original source:
Pinoys trust word-of-mouth more than traditional, online ads – Nielsen