Consumers who are well informed become more articulate. The transparency of the Internet means that companies can have fewer and fewer secrets. Launches and offers are monitored and published – as are any slip-ups. Comparison sites show consumers who the best supplier is and purchasers are eager to share their opinions about products with others. As this large quantity of information is increasingly accessible, it is very easy for it to spread to large numbers of people (the viral effect).
Communication-wise, newspapers, magazines and consumer and general news websites pack a considerable combined punch, because they are constantly on the hunt for “juicy” information. The advantages and drawbacks for products and companies are obvious. If a make of telephone that is the preferred choice of many consumers is subjected to a critical mauling, there is a very good chance that those consumers will ultimately buy the phone rated highly by the most respondents. In this way, the experiences of other users play an increasingly influential role in the buying process. For commercial strategy purposes, it is therefore crucial to influence the articulate consumer. The brand and the products must be honest, transparent, relevant, realistic and of benefit to the customer. Any other approach will suffer at the hands of the so-called “social consumers’ association”, the sum total of the opinions of consumers who respond online. MarketingMonday creates a sound PR & buzz strategy, which is geared towards generating positive reports about your products, services or activities and preventing negative buzz. Each day, we monitor all online reports and, together with you, assess how we can positively influence public opinion.
- Opinions of individual consumers are disseminated at much greater speed
- Personal opinions can hold a lot of sway
- Opinions are a powerful instrument where brand experience is concerned
- Purchase decisions are based on opinions, reviews, ratings and comparisons
- PR 2.0 enables you to influence the opinion (buzz) about your brand, company, products and services
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