Need for Increased importance of Buzz
NOISE:
Customers can hardly hear you: There is too much noise. Today the customer is subjected to information overloaded: A weekly edition of “The New York Times” contains more information than an average person was likely to come across in the seventeenth century .
In addition to editorial information the customer is exposed to an avalanche of commercial messages. Advertising experts estimate that each customer may be exposed to more than fifteen hundred ads every day. To protect themselves customers filter out most of the messages they are exposed to from the mass media. They do, however, listen to their friends.
SKEPTICISIM:
Most customers share a similar sense of skepticism. According to a survey only 37% of the public considers information that comes from television commercials ‘very or somewhat believable”.
On recounting their experiences most customers have felt misled or disappointed by advertisements. This has led the customer to become skeptical and trying out new products.
Customers form their opinion on experiences and not advertisements.
CUSTOMERS ARE CONNECTED:
The third and the most dramatic reason for the rise of importance of invisible networks is that customers have found new tools of sharing information.
Customers have always talked to each other, but now, technology and the Internet has made giving and receiving advice easier. It’s as simple as typing a sentence and sending it off into cyberspace. “What camera should I buy?” one customer asks and provokes a heated discussion on one newsgroup.
“Should I get DVD?” another customer asks on a different forum.
CUSTOMERS AS DISTRIBUTORS:
Customers have means of distributing they didn’t before- digital cameras, the web, editing software etc.
NOISE:
Customers can hardly hear you: There is too much noise. Today the customer is subjected to information overloaded: A weekly edition of “The New York Times” contains more information than an average person was likely to come across in the seventeenth century .
In addition to editorial information the customer is exposed to an avalanche of commercial messages. Advertising experts estimate that each customer may be exposed to more than fifteen hundred ads every day. To protect themselves customers filter out most of the messages they are exposed to from the mass media. They do, however, listen to their friends.
SKEPTICISIM:
Most customers share a similar sense of skepticism. According to a survey only 37% of the public considers information that comes from television commercials ‘very or somewhat believable”.
On recounting their experiences most customers have felt misled or disappointed by advertisements. This has led the customer to become skeptical and trying out new products.
Customers form their opinion on experiences and not advertisements.
CUSTOMERS ARE CONNECTED:
The third and the most dramatic reason for the rise of importance of invisible networks is that customers have found new tools of sharing information.
Customers have always talked to each other, but now, technology and the Internet has made giving and receiving advice easier. It’s as simple as typing a sentence and sending it off into cyberspace. “What camera should I buy?” one customer asks and provokes a heated discussion on one newsgroup.
“Should I get DVD?” another customer asks on a different forum.
CUSTOMERS AS DISTRIBUTORS:
Customers have means of distributing they didn’t before- digital cameras, the web, editing software etc.