Trust me... I am not not in advertising
To trust or not to trust? That is the question. A recent Intelliseek study finds that you are more likely to trust the opinion of your pals then an ad or news story. The "2005 Consumer-Generated Media (CGM) and Engagement Study" finds that, compared to traditional advertising, word-of-mouth (WOM) behavior continues to grow in importance in consumer awareness, trial, and purchase of new products.
The new consumer voice now has shifted the power of brand value and impact of brand loyalty to you and your neighbors. It is projected that close to 2 billion comments will be posted on the web by the end of this year. The impact of the blog and voice it offers is the catalyst for the shift in power. The credibility carried by CGM is the new litmus test for the authenticity and relevance of the brand. Marketers must be engaged with conversations generated by the consumer community to be responsive to the positive or negative discussions about the brands they represent. The new customer service outlet is the blog post – far more effective then waiting on hold for the ear of the disempowered CSR!
Another interesting find from the result was the consumer response to "buzz marketing." 26% of respondents said that they would never trust the opinion of their friend again if they had not disclosed that they were representing a brand in their comments or posts. We are often asked about our approach to "viral campaigns" by clients and regularly need to direct the client away from the "fake blog." As soon as the trust with the brand or source is questioned - so goes the consumer.
Keep it real marketers and tell a friend...
2 Comments:
I wonder what people's opinions are on promoting something vs. being a paid schiller. is one better than the other?
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