If you’ve ever wondered why people say that consumers, not marketers, have control of todays brands… here you go. Compound this with a stat from Forrester Research from 2009 (larger today)… consumers generate more than 500B social messages each year regarding products and services… and you see a pretty good picture as to the scale of the impact of the empowered consumer.
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Case Study / examples, Infographics, Social Media Marketing | 
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Posted by Mark Ogne
I came across a new chart today, 
and found the relationship between source of input for decision-making and the resulting usefulness and trust they found in the content – people tend to trust content at approximately half the rate that they find it useful.
Point #1 – Consumers trust AND value the usefulness of information gleaned through conversation with friends, families and co-workers (peers) at an exceedingly high level around the globe. I suppose the only interesting point here is that the observation is global in its’ nature.
Point #2 - Those same consumers trust comments and blogs less. Core social content is seen as less valid in decision-making. In fact, comments are trusted and found useful at about half the rate as personal relationships, and blogs at half of that.
Point #3 – Not just that, but they tend to trust the content half as much as they find it useful. THis is probably the more interesting stat… seen from a different dimension, people consciously use the latter two sources of content at twice the rate that they find it trustworthy. This doesn’t seem sustainable. It seems to beg for a new solution… consumers around the globe appear open for new social solutions to amass decision-making content.
Love to hear your thoughts!
2 Comments | Social Media Marketing, Strategy, Thoughts | Tagged: consumer behavior, consumer empowerment, online marketing strategy, social media, social media marketing | Permalink
Posted by Mark Ogne
Pondering the thought this morning, I thought it a clever way to describe concepts marketers are struggling with today: consumer empowerment / consumers are in control, the need to listen to the voice of the customer, positioning in a world where consumers do much of the work for you, etc. It delivers the sense that the marketer is not the pinnacle of power they might think themselves to be. Or, maybe once were.
Yeah, yeah, the market has changed. Those changes have impacted the activity of marketers, at least successful ones, and have forever changed the relationship of businesses and their customers. Some call it social media marketing, I think it’s more aptly described as the new reality for brands and their marketers.
Is this the new marketing communications paradigm? The visual of “B2C” being flipped to a mirror vision, as the image to the left, creates a great visual for me… a guiding principle or light to the next generation of marketing.
Love to hear your thoughts!
Mark
Leave a Comment » | Glossary, Social Media Marketing, Thoughts | Tagged: B to C marketing, B2C marketing, consumer centric marketing, consumer engagement strategies | Permalink
Posted by Mark Ogne
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