Stractics by Alexander Wipf

Okay, sometimes I have to repeat stuff I’ve already said before, even if it is the equivalent of stating the obvious. I do this usually when I find a study with an air of scienctific credibility that supports something that is being talked about, but lacks the digits.

In this case, I stumbled upon an article in Adweek which states that a new study was release proving that some of the most desirable consumers use the opinions of others from blogs, and social media applications to make their purchasing decisions. In fact, 74% of people polled do this. Of course this means that the brand message and promise seems to be becoming less important than what other people say about the brand and customer experience they have had. Which in turn means, that mass media advertising is becoming less important. Thanks for the statistics, but as I said, it’s still a “duh-moment.”

Still, I like it when marketing people are quoted with something that is a Heureka moment to them. Here it is:

“This study indicates that there is a growing group of highly desirable consumers using social media to research companies,” said Ganim Nora Barnes, a senior fellow at SNCR, in a statement. This demo includes adults 25-55 with a college education, making over $100,000 a year. “These most savvy and sought-after consumers will not support companies with poor customer care reputations, and they will talk about all of this openly with others via multiple online vehicles. This research should serve as a wake-up call to companies: listen, respond, and improve.”

Yeah. Stop making advertising to generate awareness if you cannot listen, respond and improve. Otherwise you will get grilled and served with a slice of lemon on a nice “ineffective traditional advertising sampler platter.”