I find this article really interesting from a marketing perspective as an executive trying to build brand recognition. It is hard to do and more importantly it is hard to measure.
Yes in this digital age we can sit down and tell great stories about how our numbers are going from strength to strength in this channel and that channel but how many times have we sat down with the board or executive team and compared the digital numbers with the financial numbers and there is no alignment. The discussion gets pretty awkward after a few minutes.
From a innovation & UX perspective i find this article even more interesting. Innovation is even harder to measure and show success and the reality of it is most of the time you are showing failure. At the end of the day what makes something a success is if the customer will use it again but more importantly if they are so excited and happy with your innovation that they are prepared to be one of your influencers without even knowing. Lets look at one of the most innovative businesses to disrupt our market over the last few years, the poster child of Uber. Uber took on a tidal wave of awareness and acquisition not by doing fancy marketing campaigns or analysing mountains of digital marketing data, no the biggest driver for uptake was word of mouth and users telling other users how easy and cool it was. Now days the discussion is not 'Have you used Uber?' but more like 'What do you mean you don't use Uber?'
At the end of the day people want to engage with people they trust, it's human nature, so if we can make sure we have customers, users, friends, partners, colleagues who trust us then they are liking to be our biggest influencers.
Humans are important lets not forget that!
That’s because word of mouth is still the most trusted source of information for consumers who are increasingly suspicious and avoidant of the marketing messages they’re bombarded with day after day. According to Nielsen, 84 percent of consumers reported trusting recommendations from influencers, friends, family members and peer networks above all other kinds of marketing. Tellingly, when it comes to the coveted millennial market, a recent study by the McCarthy Group shows that 84 percent of them don’t like traditional advertising, nor do they trust it. Given that the fundamentals of marketing rely on building trusting relationships with consumers, today’s marketing landscape is in dire need of transformation.