“A brand is no longer what we tell the consumer it is, it is what consumers tell each other it is.” Scott Cook, the founder and CEO of Intuit
Who created Buzz?
Yes, We created the buzz. The audience in today’s era is a legitimate source of influence on Internet. Today with strong tech development and super high access of internet the voice of customer has become a strong and powerful tool of marketing.
In fact this development and revolving trend has increased the peer recommendations for decision making of purchases According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.
Who are Influencers?
An influencer is an individual whose thoughts and opinions can impact/ influence potential customers. Celebrities were considered to be the biggest influencers for all times, But a new wave of “Each One Everyone” have drastically changed the market with deeper impact. A new Class comprises of popular bloggers, tweeters, YouTuber, facebookers has influenced larger percentage of potential customer Popularity, followers strength, Knowledge are some of the factors which are also driving the market.
Here are some fire trends and development in market which are heading as hot influencing trends:
1. Omni-channel Developers
More than 60% of customers are using various channels per day. It not only create meaningful interactions and associations but also superior customer experience. Channels include directly interacting with customers, promotional discounts, loyalty programs, creating a customer advisory board. For example, Starbucks loyalty program which helps customer to buy via loyalty card or mobile.
2. Mobile and Application
We are entering into the age of Phablet with the end of era of Laptop. By 2017, there will be more phablets and mobiles than computers. Because so many people are using mobiles therefore reading on mobile is in transit. There is increase in social media via Instagram and Pinterest. Shopping through App helps to determine the profile of customer and reaching out them aptly.
3. Customer Creative
According to Gartner, “by 2017 more than half of consumer goods manufacturers will receive 75% of their consumer innovation and R&D capabilities from crowd-source solutions” It is the age of harnessing the power of customer crowd. Companies are actually leveraging”customer creative” concept. It is important to understand what motivates customer and how to engage with them properly and accurately.
4. Consumers Reviews
For a brand, each information of content is an important opportunity to influence a purchasing decision.For example, When someone on facebook tags a brand they actually sharing a positive experience with world.Today Visual Blogs like photos ,videos.talk more about brand. Each photo and video are authentic brand voice. According to Mary Meeker’s 2013 Internet Trends report, over 500 million photos are uploaded per day to major social media platforms.
Concluding above it is call of time to engage influencer in brand to create lifetime remembrance for customers.
Authored by – Priyanka Dubey