« Google Adwords Cross Campaign GEO Targeting | Main | 2008 NCAA March Madness: Bracket Busted by Indexation »
Consumers Spread the Brand Gospel
March 19, 2008
Introducing brands today is much the same as it has always been: Advertisers give people what they want. People want to talk about their brand experiences, and share and compare their experiences with peers. This desire has given birth to myriad branded social networks, such as the new PepsiUniverse, the Toyota Hybrid Community and Adidas Teamsugar.
Consumer generated brand buzz is an extension of what people do naturally: Tell stories to their friends. They trust their friends and like-minded peers to help them make buying decisions. The difference is with the Internet we create a huge content repository that we can access with a click. So while Uncle George may not welcome a call from me at 2:00 a.m. asking what he thinks of his new Toyota hybrid, I can read his review online whenever I want. And I can add my experiences to any number of online stories (consumer reviews).
An April 2007 Nielsen Global Survey identified word of mouth as the most influential selling tool. The twice-a-year survey that polls 26,486 Internet users from around the globe found that 78% of respondents trusted consumer recommendations over all other mediums that influenced purchasing decisions. 61% said that they were most influenced by consumer opinions posted online, while 60% were most influenced by brand websites.
Recently Pepsi introduced its new Tava flavored and vitamin-filled sparkling beverages by creating a brand-focused site, placing banner ads, and giving away the drink to various people in its target demographic (35-49 year olds). The idea is that they will cultivate "brand ambassadors" that sing the praises of the trendy drinks.
Immersing customers in your brand is here to stay - customers are the new brand builders. There's a certain amount of comfort and trust, and maybe egoism in being able to share stories with others. I mean, who wouldn't want to have a Tide Virtual Escape Experience and be the envy of their friends?
All posts by Lisa Santora
posted by Lisa Santora at March 19, 2008 04:49 PM
Intrapromote: [ Case studies | SEO services | Bios ]
Trackback Pings
To TrackBack this entry, use the following URL:
http://seoblog.intrapromote.com/mt-tb.cgi/525