“A powerful global conversation has begun. Through the internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter, and getting smarter faster than most companies.”

— THE CLUETRAIN MANIFESTO
     LEVINE + LOCKE

 

 

“Before advertising, there was word of mouth. Products and services got talked about and eventually purchased.

During the advertising era, the power of television and mass media meant that if you advertised directly to the customer, sales would go up.

After advertising, we are back where we started. But instead of products succeeding by slow, awkward word of mouth, the power of our networks allows remarkable ideas to diffuse through the population at rocket speed.”

— SETH GODIN – PURPLE COW

 

The new world order

Customers are increasingly using the internet as their first port-of-call when deciding what products and services to buy. It has become a virtual water cooler for product information and recommendations.

Consider these facts…

  • 75% of the population above the age of two has internet
    access.
  • 84% of internet users have used the internet to contact or get
    information from a group.
  • 79% identify at least one particular group that they stay in regular
    contact with.
  • 83% used the internet to research a product or service before
    buying it.

    Source: Pew Internet & American Life Project, 10/31/2001 http://www.pewinternet.org/reports/toc.asp?Report=47


    • A new kind of customer

    Who are these people? They are the opinion leaders, the “mavens,” the “influencers,” the most passionate customers a brand can have. They are people who spend their leisure time talking about your product or service online. They are the power behind the throne. Their voice causes products to rise and fall. They are the future of marketing as we know it.



    Next : What is online anthropology?,