The Widening Sphere of Influence
In the 70’s, my sphere of influence was very limited. It included my parents as well as both my maternal and paternal grandparents. My infinity and love for them still influences my purchasing dynamics today. Then through the adolescent and teenage phase my sphere widened.
I added my friends, church Pastor, cousins, some teachers, TV shows, and magazines. This phase was extremely important and really helped to frame the woman that I have become today. My young adult phase was pretty much the same until the world flipped upside down and allowed the average consumer a say in whether or not a product was viable with the help of the World Wide Web.
I started reading reviews of products, hotels, cities, restaurants, and so forth. The crazy part was I listened to them. I actually valued their opinion and when I read the reviews on products and services that weren’t favorable, I acted on the information as if it was told to me by a dear friend.
There were even websites created specifically for reviews like Yelp while other sites like Amazon integrated opinions and reviews into every product for sales. Statistics have shown that I’m not the only person who is influenced by reviews, opinions, and testimonials by consumers. WebDAM, a leading digital asset management platform for marketers report that customer testimonials have the highest effectiveness rating for all types of content marketing, with a rating of 89%.
Emerging media have spawned many thought leaders and influencers. Social media followers, friends and the likes are very interested in what influencers have to say and companies know this. Traackr has developed an infographic to really understand the make-up of this new influencer.
In the posts that follow, I will evaluate the integration of emerging media in today’s marketplace to see how it has changed the way companies market and if this change is for the better as well as how it breaks through the clutter.