Recent research states that the Indian consumer believes in recommendations by personal acquaintances rather than the million other ads he comes across every day. Apparently, personal recommendations and editorial content play a major role in the decision making process. So say the Nielsen biggies themselves.
This gives a clearer perspective on defining the audience. Currently, one of my clients is a new entrant in the real-estate market. Instead of bombarding the prospective buyers in all directions possible, it might make more sense to:
- spot the opinion leaders.
- Convince them to buy and make them happy.
- Create loyalists.
- Watch the good word-of-mouth spread.
And more:
Text ads on mobile phones are the least trusted medium (FCUK, Wrangler and fastrack – stop texting me! I know you guys have a new collection out.)
Globally, the most trusted source of advertiser led advertising is the brand website except in Sweden and Israel which rank the lowest.
It might be more effective but isn’t it also more time consuming? Might work in the long term!
@Kuro
This works especially well for the internet, where the early adopters wield disproportionate influence among consumers.
Google has managed to expertly use this trait by creating armies of evangelists (some are popular bloggers who’re on the company rolls just sing its glories
)