Consumers don't believe in advertising, but believe in suggestions and recommendations from people they trust

Absrtact: A growing number of marketers understand the fact that consumers don't believe in advertising, but they believe in suggestions and recommendations from people they trust. This has also made it possible to find large, red, and media-led opinion leaders and become the dominant hands of many marketing companies.

A growing number of marketers understand the fact that consumers don't believe in advertising, but they believe in advice and referrals from people they trust.

It has also made it a common tactic for many marketing companies to find large, red, and media-led opinion leaders, especially when doing some activities. Find the right person, let "he" to affect consumers, this truth seems to say that understand, but we will always see a lot of bad practices, such as some grassroots large "live" forward some promotional information, not only can not achieve results, may be the root of the size of their own trust is also a harm.

This article will talk about "the impact of marketing" this topic.

What is the influence (influencer)?

Think back to what was the last shopping experience that prompted you to make a shopping decision? In my own experience, most of them come from advice or experience reviews from someone I trust, which includes, according to the intensity of the impact, I'm roughly ranked as follows:

-Friends and family

Now they affect me in the micro-letter, they are in the circle of friends to send some restaurant reviews and photos, but also really affect me to make direct and rapid decision-making;

-Strangers with the same experience on the Internet

In our traditional education, strangers can not be trusted, but on the internet shopping, strangers are precisely the most trusted, whether you are shopping on Taobao, but also in the public on the Internet to find a restaurant, or in the watercress to find a film, read book reviews, which countless strangers experience to become our most trusted advice. As for why we believe in strangers more and more, you can view my previous article: Social network Miscellaneous: Why do we believe in strangers?

-Professional blogger or some media opinion leader

In a certain field of specific authority or have a good insight, such as some bloger, they recommend books or products, is also my priority to consider one of the factors;

-Vertical trumpet

This is relative to the grassroots size, in terms of the number of fans, they do not have the dazzling figures, but from their content and opinion, they are a group of a specific field is a real person of some insight, they are sent to the content, is entirely out of their own interests and hobbies and personal insights, such as some can cook , like photography, like travel, or even for a brand strong identity of the Super fans, with the development of social media, this kind of people will be more and more, they are a group of living show the impact of personality;

In 2011, I sent a tweet like this, to describe this group of people: Weibo into the "vertical trumpet" era: and @ liberal Arts students Chat ① grassroots large lack of vitality, the key lies in the segmentation of the user Insight ② Enterprise Micro-blog content strategy is not only the enterprise itself to say what content, More critical is how to stimulate their own field of opinion leaders, ③ Subdivision area of opinion leaders we call it "vertical trumpet", and the key difference between the grassroots is that they are living people;

-Grassroots large

This batch is a mixed bag, many just related content piling up, advertising flying, has gradually lost the trust degree, through their influence consumer decision-making more and more difficult;

-Eminent Persons

For example, Kai-Fu Lee, for some of their suggestions and recommendations, I will be considered as an option, but will never become the only option that affects my action;

-Celebrity Celebrities

In a sense, they are the most influential people, their names are well-known, but as a "influencers" is a relatively weak factor.

These roles I listed above, starting with the role of professional blogger, in the domestic all become "large" or "red", and then a good point called "opinion Leader", these roles for the brand, they can affect to some extent to their consumers to make some shopping decisions, so, with "influence" This word is a more accurate description, and in foreign countries, influencer marketing is also a very hot topic.

The so-called influence should be those who can really affect others to take action, not just to attract attention.

In this sense, not the more fans you have, can be regarded as a "influence", but should be integrated into consideration, which also makes the "impact of marketing" is a very laborious and time-consuming thing, the domestic many so-called large marketing, Reds marketing is not the real meaning of the "impact of marketing."

Why does your brand need to be influenced?

The obvious reason is that more and more consumers now do not believe in advertising, or for online advertising is blind, and more and more people will believe that they believe that people can trust the advice and recommendations, especially with the development of social media, we always follow their interests to find some organizations, such as you like to watch the American opera , in the Watercress Group, micro-blog, can always find such an interest in the organization, and there are many American fans in this organization, they have a very comprehensive and meticulous information about the American drama, and the comments on the American opera are quite insightful, which also makes them more influential in this circle than other members, thus to a certain extent, The recommendations and suggestions they make can affect others ' actions.

Take me as an example, my own fans are a little wizard, not comparable, compared to millions's size or public knowledge, but I've been blogging about social media since the day I registered for Weibo, and of course I've written some blogs, This makes me more than 20,000 fans are very interested in social media, social marketing This topic, remember the 2011 Zhan-Lu culture sent me a copy of Chris Brogan <<trust Agents>>, the Chinese version is " Trust agent: How to achieve network impact, the book was not listed at the time, just a book sent by a publisher, after reading a blog post, quickly received a lot of people asking how to buy this book, and then I also recommended some social media books on Weibo and blog, from the Amazon statistics I added I sold a total of 929 books, a lot of people are one-time buy 20, 40, from the point of view of influencing others, I am a "influence" in this field, and I get a little commission of the poor, a book is not a dollar.

This is the book I recommend in my blog, and the situation that drives the reader to buy (the net fee is not enough to earn a Commission)

So I as an influence, is not the publishers "inducements", but I think the good things should be shared, I will be more neutral objective to evaluate a book, which also makes many consumers will believe such "marketers." As the brand side, it needs such a "marketer", not simply buy, but how to rely on their own content and services to impress these people, only to impress them, they will actively help you recommend and disseminate. We see a lot of large forwarded content, is completely blunt advertisement, he is by "advertisement expense" The behavior that drive, the nature cannot affect the fan to take action, on the contrary, to some originally has the quality content the large, suddenly forwards some irrelevant advertisement, its fan also can have quite big resistance mood, Over time also let the large outweigh the gains.

Man is a group, every group, every circle has such an influence exists, for the brand, they need to explore and maintain a group of people, only to seize this group of people, it may affect other consumers to make shopping decisions, and such a group of people, not by some material interests can help you speak, In the next article I will share some ideas on how the corporate brand can make use of the impact of marketing, and welcome continued attention. If you have anything to share on this topic, please contact me.

"More Articles"

The rise of the "serial" influence marketing (Influencer marketing) (II.): Mistaken ideas

The rise of the "serial" influence marketing (Influencer Marketing): Method

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