It may actually be a very old debate, but the boom in social media has brought it back to the epicenter of attention and more and more analysis is being done on the matter. What influences the opinions of consumers and their purchasing decisions the most? Is it the ads who do it or is it the opinion of other consumers that determines their actions? For brands, these details are very important since their ultimate goal is, after all, to influence consumer opinions and get them to buy their all china phone. Thus, brands wonder about what is most effective when trying to conquer the consumer and decide to focus on it, although their vision of what is working and what is not can be somewhat different from that of the customers. In fact, and if you go to the figures and statistics, consumers and companies are seeing things differently and what some think is working is not, in reality, what others receive better. This has just been demonstrated by a study by Experticity, which has contrasted the vision of the situation of customers with that of the brands that provide services and that allows us to conclude that the vision of the latter is very wrong. Companies generally place too much importance on what they are doing, although their influence is much more limited, and they are also focusing on the wrong option.
Businesses believe that the most effective way to reach consumers is through advertising. 83% of the brands surveyed bet on advertisements as a way to win over the consumer, thus surpassing social environments and conversations. 82% bet on the influence of social networks, one percentage point below advertising. Faced with these brand opinions, consumers see things differently. For buyers, ads are not the main source of information but the opinions of others. 49% choose social Betting Email List
as the source of information they trust the most and whose content they believe the most, compared to 47% who keep advertising. Furthermore, this study is not the only one that points in this direction. According to another recent study , in this case by Nielsen, consumers trust recommendations from family and friends more than advertisements. Eight out of ten consumers follow the recommendations of their close ones, while 60% do not quite trust what the advertisements say. Word of mouth, effective and wastedBut in this mismatch between what brands think and what consumers receive better, a serious problem is being generated. Consumers trust the opinions of others very much. 81% of consumers say that they value their friends and family as a reliable source of information for consumption, 76% point to online opinions as a reliable source of information about the products they want to consume and 70% trust them. experts, who function as informed third parties who provide information about the products that interest them. In this way, word of mouth systems become one of the most effective ways to reach consumers and convince them to get hold of the products of a specific brand, much more in fact than advertising (just remember that the ads were only credible and trustworthy for 47% of consumers). “Consumers clearly value interactions with credible and trustworthy people more than traditional advertisements,” says Expercity CEO Tom Stockham. But despite the importance that consumers are giving to this source of information and despite the fact that these recommendations are valued higher than the others, brands are clearly wasting this opportunity. Few have programs that encourage word of mouth and few are therefore working to create an environment in which these conversations emerge more actively. According to the study data, only 36% of brands have programs to enhance these types of conversations.