Consumers trust each other a hell of lot more than brands
Ad Age:
It's a finding that strikes at the foundation of many a social-media marketing philosophy: Tapping into peer-to-peer networks is a way for marketers to tell authentic, credible stories to consumers whose confidence in corporate CEOs, news outlets, government officials and industry analysts has taken a beating.
Reality:
"Tapping In?" Social media marketing is about getting others to become brand ambassadors and spread the work that your product or brand is meeting their needs. Consumers don't trust marketers to tell the story they trust each other more and they don't take the word of just friends they often go to sites like Yelp to read recommendations from others before making a decision where to go or what to buy.
Ad Age:
Richard Edelman, president and CEO of Edelman, believes it's a sign of the times -- and the lesson for marketers is consumers have to see and hear things in five different places before they believe it.
Reality:
DUH ! You just figured that out now ha? Maybe marketing isn't your calling.
Ad Age:
Consumers are a distrustful bunch in general -- the credibility of TV dropped 23 points and radio news and newspapers were down 20 points between 2008 and 2010.
Reality:
Gee in an age of financial scandals, banks screwing over customers and the government more concerned about their own reputation than the economy or healthcare this is another startling revelation.
Ad Age:
And when asked how credible they deemed the information they get about a company when a "person like yourself" serves as a spokesperson the numbers again dropped. This year 39% of those surveyed felt the messages conveyed by consumer spokespeople was credible compared to 45% in 2009, the biggest drop-off among all categories.
Reality:
Are we talking individual consumers or groups of consumers ? Based on the fact that most people are going to go to several sites to gain insights on products and brands before they spend their money it would seem that no one person would be deemed as being credible. It's the group of people not one person who may have an agenda.
Ad Age;
If consumers stop believing what their friends
and the "average Joes" appearing in testimonials
say about a product or company, the implications
could be significant not just for marketers but
for the social networks and word-of-mouth
platforms selling themselves as solutions to
communicating in a jaded world. The influence of
peers has been considered the leading rationale
for brands' shifting marketing dollars to social
media.
Reality:
Stop believing ? Do you honestly believe that
consumers are going to stop believing in what
others have to say about products and brands?
Social networks are not solutions for
communicating in a jaded world, they are channels
for listening and engaging consumers one at a
time and if you think you are going to earn trust
overnight with a Facebook page you're do for a
big crash.
Ad Age;
Christina Smedley, global head of Edelman's
consumer practice, said there is still a core
group of influencers that can change how people
trust and influence the actions of others. And
consumers, whether they are close to them or not,
will follow their lead.
Reality;
DUH again !
I am amazed that this publication continues to
draw readers. They have consistently minimized
the digital channel while continuing to promote
old media like TV & print and some of their
news stories are nothing more than rehashed press
releases that get faces in the paper to make them
look good for their future job searches. Amazing
that they can allow a story like this today...
So I guess Nielsen is wrong here
?
