How Smart Phones and Social Networking Changed Word of Mouth
Several years ago, people would say that word of mouth is no longer a powerful advertising tool. With mass media in its growth the most successful advertisements were often the ones with the most air time on television, the largest billboards, the most posters and the widest streamers.
People could still give out recommendations to friends and family, but word of mouth can only travel so far. Unless you were a journalist or elsewhere in the media, a personal opinion and recommendation is not going to change the future of your favorite corner book store.
Today, a single Tweeted opinion can be as powerful as the most expensive commercial air time during a major sports event.
This is the world that we live in today, highly influenced by three major factors: better smart phone technology, the growth of social networking and the improvement of mobile wireless technology. Information can be sent, received and share instantly, not just among small circles of friends, but across hundreds and thousands of linked acquaintances, colleagues, peers, co-workers and other contacts.
In a portion of the findings from research firm Gartner’s study, it was revealed that may people rely heavily on what people in their social network say regarding products and services. The study covered the influence of social networking in the purchasing habits of over 4000 consumers from all over the world.
According to Gartner, the realm of social networking is a highly underutilized tool for marketing that many commercial companies are failing to tap to into. Despite the already large number of ads that appear all over sites such as Facebook and sponsored Tweets there are still plenty of avenues left unexplored, and many brands still without an online presence.
One could say that smart phone technology and the internet have turned the concept of marketing into a full circle –giving the power of influence back to the consumers. From what we are seeing, it looks like the progress has pushed marketing beyond its’ original scope.
Tags: Facebook, Internet, smartphones, social-networking, technology, Twitter
