Today, consumers are bombarded with messages from marketers about how those marketers’ products or services are better than those of others, and how their offerings will fulfill consumers’ needs and expectations better than the offerings of competitors.
As they receive competing marketing messages from different brands, consumers become cynical about which brands to trust and to choose, and which to ignore.
So how can marketers make sure that their message is the one to get heard and absorbed?
Marketers have realized that there is a better chance that their message will be picked up and acted on if it has more credibility than a conventional advertisement’s. They have understood that cynicism among customers can be overcome when, for example, family and friends recommend a product for use.
This knowledge, and the might of social media, can be used to market products indirectly to potential consumers. By encouraging influential people to talk about products and recommend them, marketers quickly score a unique advantage over their competitors.
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