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Word-of-Mouth or Personal Relationship?
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Word-of-Mouth or Personal Relationship?
Brand-advocate, evangelist, ambassador, aficionado, etc.That’s a lot of names for one who tries to influence our purchase decisions. We listen to them, we sometimes trust them, but do we actually know them?
Following a recent study by Mintel most American people who bought a product or service online did it based on recommendations by their friends and relatives; with other words someone they know well. The same results should be visible in most places around the world.
It seems on the other hand that recommendations by strangers have less influence on the decision making process. And I thought this was changing…
If that’s the case, how can we really leverage social media to intensify e-commerce and what happened with the idea that people trust bloggers and other members of their network?
Want to now more about influence and trusting strangers online? Have a look at the following presentation by universal Mccanns.
Chris Brogan (yes him again) would ask if You’re a trust Agent. There might be more to it than just knowing someone… Though I’m impatiently waiting for his book, I’m asking myself one question: If people trust mainly their closest entourage, how can affiliation models leverage this? What about the long tail?Doesn’t it mean that affiliation models focusing on personal or niche blogs will on the long run become more successful than those working with the larger and more well-known publishers?
The same survey shows that in the end, the most influential criterion is the price of the product. With other words, if you have a promotion offered by a well-known blogger and a better one by a very small blog owned by a friend, you probably won’t hesitate and go for your friend`s.
In addition to that and as Brian Clark suggests affiliate marketing disclosure can be used as a selling point, meaning when you know you audience personally, you won’t mind putting disclosures for the promotions and discounts you can offer.
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Source:
http://blog.zackbrandit.com/post/Word-of-Mouth-or-Personal-Relationship.aspx
Following a recent study by Mintel most American people who bought a product or service online did it based on recommendations by their friends and relatives; with other words someone they know well. The same results should be visible in most places around the world.
It seems on the other hand that recommendations by strangers have less influence on the decision making process. And I thought this was changing…
If that’s the case, how can we really leverage social media to intensify e-commerce and what happened with the idea that people trust bloggers and other members of their network?
Want to now more about influence and trusting strangers online? Have a look at the following presentation by universal Mccanns.
Chris Brogan (yes him again) would ask if You’re a trust Agent. There might be more to it than just knowing someone… Though I’m impatiently waiting for his book, I’m asking myself one question: If people trust mainly their closest entourage, how can affiliation models leverage this? What about the long tail?Doesn’t it mean that affiliation models focusing on personal or niche blogs will on the long run become more successful than those working with the larger and more well-known publishers?
The same survey shows that in the end, the most influential criterion is the price of the product. With other words, if you have a promotion offered by a well-known blogger and a better one by a very small blog owned by a friend, you probably won’t hesitate and go for your friend`s.
In addition to that and as Brian Clark suggests affiliate marketing disclosure can be used as a selling point, meaning when you know you audience personally, you won’t mind putting disclosures for the promotions and discounts you can offer.
.........
Source:
http://blog.zackbrandit.com/post/Word-of-Mouth-or-Personal-Relationship.aspx