The Journal of Consumer Psychology had something interesting in it for all the digital marketers out there tasked with increasing branded word of mouth on social media. We all know how powerful word of mouth is in making or breaking a brand. In fact, in some circles it is claimed that only one answer need be asked of consumers in predicting market success, ‘Would you recommend this brand to your friends and family?’ (NPS)
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In the past, conscious consumers have found it difficult to make informed choices about the goods and services they buy. However, the explosion of digital technology and social media is fast bringing this challenge to an end. Today it is easier than ever for consumers to identify and reward companies behaving in socially responsible ways. The conscious consumer is someone who is aware their everyday purchase decisions are a means of bringing about positive change in the world. This could include buying fair trade, organic, locally made, environmentally friendly, animal friendly (including free from animal testing / free range / cruelty free) and products that are free from I learned about Black Milk Clothing when I first moved to Brisbane. I heard people talking about the brand as a bit of an internet phenomenon and then overheard girls recommending the brand to each other, in of all places, a night club toilet. Now, if your brand is being talked about in the loos you can pat yourself on the back for having achieved an important milestone. |
AuthorDonna Bonde is the Owner and Director of Rapture Consulting. She consults to agencies and brands who want to better understand the way consumers think and behave. She bases herself in Sydney, Australia. Archives
February 2018
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