The responsible consumer doesn't want to be persuaded, he wants to be convinced. Before making purchasing decisions the consumer informs himself online – and comes across reports, opinions and valuations that will influence his decision. Newsgroups and communities have certainly been existing for centuries, but two things changed when what is called Web 2.0 approached: More and more consumers publish their own content online and the level of their interconnectedness multiplied. There is a reason why we talk about Consumer Generated Media (CGM) or Social Media.
In blogs and communities products and services are validated and praised, trends and sentiments are shared, discourses are lead, warnings and recommendations are exchanged. Whether you like it or not, whether you are involved in it or not: recomendation marketing continuously and uncontrollably occurs in the linked world, as does word of mouth marketing (WOM). That way a massive BUZZ develops, a pool of experience that is growing with every post in a blog or a newsgroup, that you could – and should – utilize. Whoever is able to evaluate the buzz, learns more about his industry, reputation and the target group's pattern of thought than he has ever imagined.
In blogs and communities products and services are validated and praised, trends and sentiments are shared, discourses are lead, warnings and recommendations are exchanged. Whether you like it or not, whether you are involved in it or not: recomendation marketing continuously and uncontrollably occurs in the linked world, as does word of mouth marketing (WOM). That way a massive BUZZ develops, a pool of experience that is growing with every post in a blog or a newsgroup, that you could – and should – utilize. Whoever is able to evaluate the buzz, learns more about his industry, reputation and the target group's pattern of thought than he has ever imagined.
