The Power of Influence

Defying Logic

Ok, this officially blows me away. Get this.

The Association of National Advertisers (US) does a survey about TV & Technology and its impact on advertising.

The study was conducted in January 2008 and is based on a survey of 78 leading advertisers, across all major industries and categories. The goal of the study was to measure the attitudes of national advertisers toward television and the impact of technology.

Among the major findings of the fourth biennial TV & Technology study:

• 62% of marketers say TV advertising has become less effective in the past two years.
• 87% of respondents say they intend to spend more on web advertising this year.

Ok, no surprise so far. Then this one

• Over 50% of marketers report that when half of all TV households use DVRs, they will cut spending on TV advertising by 12%.

Ok .. let me think about that one …

The audience for your TVC halves – and marketers cut spend by 12%

Incomprehensible

Could not say it better ....

Found this gem hidden away on the WOMMA website and realised I could not say it better than this...

1. Happy, interested people will say good things about you.
   It’s doesn’t take much more than that. Understand this concept, devote yourself to it, and you will be a successful word of mouth marketer.



2. Honest, genuine opinion is our medium.
   We don't tell people what to say or how to say it. We fundamentally believe that people should be free to form their own opinions and share them in their own words. While supporting the natural conversation, we take great care to ensure that we do not distort it.



3. We start, support, and simplify the sharing.
   Word of mouth marketers use creative techniques to encourage communications. We make it easier for people to talk to each other, we create interesting things to talk about, we create communities to share ideas, and we work to find the right people who should know about what we do. Traditional advertising pushes ideas on consumers. We help naturally occurring good ideas move around.



4. Word of mouth cannot be faked.
   Deception, infiltration, dishonesty, shilling, and other attempts to manipulate consumers or the conversation are bad. Honest marketers do not do this, will not do this, and will get caught if they try. Sleazy behavior will be exposed by the public and backfire horribly on anyone who attempts it.



5. Word of mouth marketing empowers the consumer.
   Consumers have control, and they dictate the terms of a new, healthier relationship between marketers and the people who use their products. Consumers demand satisfaction, respect, and great products and services. When companies deliver, people will tell their friends. Word of mouth marketers work to accelerate this process, replacing aggressive advertising with customer-centric service, support, and open communications.