That’s traditional media. Is digital doomed to the same fate? Will digital brands keep making mistakes like PepsiGate? Can digital branded content ever be taken seriously, even as seriously as journalism?

I’ve watched the interactive marketing and media industries debate this question for a while. The debate is interesting, but sooner or later we need answers. Wait, let me amend that. With 80 percent of American adults going online to find digital information, we need answers NOW. To get some, my firm conducted an in-depth study of digital content credibility. Note that our research didn’t focus on digital branded entertainment, which acts similarly to advertising.)  

We found Americans are quite open to brands being credible sources of web content. For example, when we asked study participants to rank financial content sources in order of credibility, a company or brand ranked second, beating out big media and other source types.

Lees verder op cmi.com.