News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Family and friend recommendations no longer enough
Despite only 2% of consumers saying they would put trust in strangers the vast majority would double-check a friend or relative's product or service recommendation against the online opinions of, ironically, strangers.
No longer do friends and families put the final seal of approval on a person's decision to buy a product or service. The vast majority (81%) now rely on the Internet to verify those recommendations.
In essence this means there is now another step in the decision making process - online verification. In many cases another "person" is involved - a complete stranger - because over half (55%) of consumers now turn to online user reviews to find online verification.
This behavior appears particularly strange when a mere 2% of consumers cite "strangers" as someone they would trust.
Other ways in which consumers collect information online to verify their purchase decisions are researching product/service information (61%) or searching ratings websites (43%).
"Consumers have become extremely savvy about how brands are marketing to them," explains Bill Fleishman, Cone's president and head of Brand Marketing.
"Partly due to an increased skepticism toward brand marketing, consumers have elongated the decision-making process to seek additional sources of affirmation before making up their minds. As marketers, we have another step to take before we close the loop."
- How to convince wary app users to share location data
- How to protect against fake reviews
- 3 IT trends to watch in 2016
- Adobe: $27billion spent so far, 46% mobile traffic
- Nielsen: Generations bucking preconceived notions of behavior
- Study reveals shopping habits not influenced by Black Friday flash sales
- Study: Shoppers plan to spend more, save more this holiday
- How to respond to bad reviews
Featured White Papers
- Statistics for Online Experiments: How to Think and Act Like a Statistician
Statistics are the underpinning of how Optimizely's customers use data to make decisions. To run great experiments, investing in an...
- Lean Content Marketing
Content is king. If you're a modern marketer, you know why--it is the fuel for your lead generation and nurturing...