What’s changed
- The internet has changed the way we buy
- People don’t trust advertising and now they turn to who they do trust, other people
- There’s a new skill set required for manufacturers, marketers and advertisers – selling through conversations, not monologues
- Social technologies enable these conversations to occur more quickly through communities who share similar beliefs and want to help others like them
- Any brand can benefit from a community building their business right now if they are:
- Able to differentiate their users
- Locate brand advocates
- Provide a place to engage in a public experience of the brand
Here are the facts and figures to confirm:
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90% of all purchase decisions begin online
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75% of consumers shop online before they buy offline
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85% are looking for an independent review
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78% of people trust the recommendations of other people
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They have an average of 52 friends online
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Positive perceptions of companies increase by +36% if they have a blog on their website
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14% of people trust advertising
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Only 18% of TV advertising campaign ever achieve a positive return on investment
