Why Marketing Is Shifting From Conversions To Credibility

"Ninety percent of consumers crave authentic brand engagement that builds trust, while an outstanding 85% said that they would be willing to pay more for a product or service if they believed the brand was authentic."

"More than half of the survey respondents reported that they would stop buying from a brand after a single inauthentic experience. One in 3 consumers confirmed they would leave a negative review after a bad experience with a brand."

"Trust is no longer something brands can expect through generic messages. It's something consumers verify across every touchpoint."

"Today's consumers don't move linearly. They carefully investigate items that have a personal impact, and for purchases over $500, more than half of the consumers surveyed by Emplifi visit three or more websites before making a decision. At the same time, 79% read multiple reviews before buying."

AI-driven social media marketing can optimize for conversions, but consumers want real conversations, validation, and understanding. Brand leaders are urged to treat this shift as a wake-up call, because growth requires consistent, authentic presence across channels and guidance based on the buyer’s stage. A survey of more than 1,600 consumers shows strong demand for authentic engagement that builds trust, with many willing to pay more for authenticity. The margin for error is thin: many consumers stop buying after a single inauthentic experience and leave negative reviews after bad experiences. Trust is verified across every touchpoint. Consumers also do not move linearly toward purchase; they investigate across multiple websites and read multiple reviews, especially for higher-priced items.

Read at Forbes