Marketer can not live by reach alone

Look at it this way

Conversion = reach x trust x some constant factor you cant change ie:

No reach – no one know about you, no sales
No trust – no one believes in your product/brand, no sales

Reach is expensive – and getting more so every year
Trust is free, always has been, always will be ...... (but you have to earn it rather than buy it)

With fixed marketing budgets the only way to make the reach you can afford work harder, and the most durable thing to invest in, is trust.

Look at these figures – trust comes from “other people like us” – so getting them to recommend your brand can be the best thing you can do to lift the results (ROI) of your ATL