After 50 years of mass advertising have we reached such a level of cynicism that the magic of the message fails to impress unless it entertaining or funny? It is unerringly clear that as the speed and ubiquity of digital touch points grows, controlling the message has become increasingly difficult for marketers. When it comes beginning to understand the influencer landscape there a number of consumer truths that have to be reconciled to understand why this has become so important. The marketing messages in mass media, even in the most cleverly devised campaigns, seem to be dismissed by consumers as missing an element of the truth or transparency, as if too say, they have worn out their welcome.
Posts Tagged ‘influencers’
2009 the Year of Influence
Wednesday, May 13th, 2009To quote Ross Dawson – (Trends in living networks) the social media , online and media industries are beginning to talk about 2009 as the year influence Companies worldwide are rapidly shifting their marketing resources to tap the power of influence in the burgeoning world where the consumer has taken control.
In general terms there are a number of primary reasons for the increasing importance of influence:
* The democratization of media, which gives everyone a channel to propagate theirs or others’ opinions.
* Peer trust, which places far greater faith in individuals than corporate advertising and marketing.
* The ongoing fragmentation of mass media, which takes away the power of traditional marketing channels.
* The aggregation of social media, which gives a far stronger voice to the many individual conversations.
