We live in an economy of the recommendation. Sales increase no longer proportional to pressure from advertising, but with the quality of the reputation, of the value of Word of mouth and the number of sincere recommendations. Advertising, to make sure it is worth now mainly comes from the circle of the networked consumer. Search engines are the new world conscience. And purchase determinant is what tells your own network. Increasingly, not the own company Web site, but the search box of Google & co. is the starting point for a potential customer relationship and often at the same time the end.
Brands are worth just yet then something, if they have an active support potential friends, fans and endorsers. People increasingly watch what others like – and then follow the. This move more and more such multipliers in the focus, which act as a reference and opinion makers. Their judgment influenced the consumption of whole groups. For many first time hear what lead user, influencer’ and opinion leaders ‘ give of themselves.
You are the new super target for sales and marketing. You must be sought and found. If it then wins it as Ambassador, everything will be easy. Indeed, most of us are before makers, most are for makers. It so happens that people based on those, that have the say. The new Tonangeber trust according to a current Nielsen study 88 percent of those surveyed on recommendations from people in Germany from their environment, 64 percent trust, know what to tell people on the Web but only 25 percent of advertising by vendors in the market. For Austria and the Switzerland, these numbers look by the way, very similar. Increasingly, the interference by third parties and always less expensive paid self promotinal of business are so purchase crucial. Even more: According to a study of Otto sending 54 percent of those interviewed due to online comments or product reviews not purchased then but a product that came for a purchase in question.