When you go to buy a new toy or plan a holiday where do you go for trusted advice? Well if you are like most people you spend some time on line doing some research, but you most likely ask a friend for recommendations. If this is the case, you are in good company.
A Neilson study showed that the top 3 sources for getting recommendations are:
78% from other consumers (friends)
63% newspaper articles
61% from consumers online they don’t know
The least trusted methods are:
34% search engine ads
26% banner ads on websites
18% text messages on mobile phones
So why are internet marketers continuing to push search engines, banner ads and text messages? The answer is simple, they will sell what they know, and not necessarily what is best. For too long, advertisers have delivered messages in one direction. Imagine trying to ask your TV a question?
Well, the internet is a social/ democratic medium. It is the first time in the history of mankind that everyone can contribute, comment and share ideas as a collective whole. When it is possible to have immediate access to personal endorsements or criticisms why look at advertisement?
We learn very early that advertising exists for 2 reasons:
1 it pays for the free stuff we get to watch
2 businesses have to convince us to buy stuff
So if you are a business and are wondering how to reach your online consumers, ask your self a simple question “what would I do”?
Advertising and marketing will be with us for a long time, but hopefully, online marketers will wake up and realise that the virtual world is a very different place.