The consumer mindset has shifted from, “I can trust it because it’s somebody’s opinion” to “I can trust that specific opinion because it’s someone I know.” So it would seem that finding an Influencer and using tricks of the trade to get them to bark or “tweet” about your brand may soon become a defunct strategy, since more and more consumers are getting hip to the fact that behind that influential status update, blog post or tweet are marketers pulling strings and leveraging their own personal networks to drive a message into the social media sphere.
It’s critical, then, that at the center of any good marketing effort is a strong relationship. One built on trust and the consistent delivery of a good product or service.
It’s also worth pointing out that if, indeed, the playing field on which traditional media channels (TV, radio and print) play with what many still like to call “new media” is level, then one is no more potent than the other. They are all simply tools one can use to communicate with customers in a personal, meaningful and relevant way.
One thing’s for sure. The world of marketing continues to change at breakneck speeds. What’s hot one day will most assuredly become cold the next.
But in a world that changes every second, we can be sure one thing will surely change less often and less drastically than the media landscape—the human desire to believe that the choices we make are sound. We will choose brands that help us do just that.
Then the confirmation comes in when we suggest that our closest friends do the same.
Posted via email from Music Business Information
