In today’s fragmented media world where we all have some attention deficit in our busy lives, there are simply too many sources of information thus finding a filter that we trust is extremely important.
Most people tend to prefer value, look for key opinion leaders and trust one-on-one communication sources.
Accordingly to a recent “Purchaser Influence Survey” by EXPO provided to eMarketer, over 92% of US mom internet users trust peer review more than manufacturer’s brand information.
This data should not be a surprise because if you want recommendations for a restaurant or suggestions on buying a new cell phone, you’re pretty much going to first ask your friends.
If you’re really serious about the purchase, you will do your “homework” first by reading bunch of online reviews from Yelp to Amazon before accessing your trusted sources.
Thanks to the increasingly social web, everyone can have a voice in their sphere of influence.
As a result word-of-mouth has become the ultimate marketing arsenal for marketers to tap into their loyal customers and advocates to help spread their marketing messages through what it’s called earned media.