Tuesday, January 30, 2007

Why Are We Still Neglecting Word Of Mouth?

Church of the Customer's Ben McConnell pointed to this interesting bit of research by BIGresearch recently. Apparently, advertisers have been making all the wrong investments in mass media advertising when most people still relies on family and friends to give their recommendations on what to buy.

According to BIGresearch:

As more marketers seek to make media expenditures accountable to the bottom line growth of their company, the consumers in the survey don't seem to be on the same page as advertising expenditures. When asked which media most influence their purchase decision for various product categories, consumers' choices are rarely in line with advertisers expenditures.



Now I am pretty sure that the same situation applies here in Singapore too. Many FMCG companies and car retailers still spend tonnes of cash on mass media advertising, outbidding each other in the advertising wars while totally neglecting their loyal customers. However, most of the time, we don't buy based on what we see on prime time TV. We buy after asking around our family and friends for recommendations, drilling the sales assistant at the shop, or checking out all the online forums and reviews.

Why don't those businesses spend just a fraction of that fortune on getting their existing pool of customers all excited (and maybe even fanatical) about their products or services? Better yet, look at how they can listen in to the conversations online or offline, in blogs or coffeeshops, and see how they can get their existing clients to refer or recommend them to associates.

Speaking of which I know for sure what my next big thing is going to be at work..... Yeah!

2000 Bloggers - I wanna be in that number!

I came across this interesting concept of 2000 bloggers which was started by Tino Buntic. The idea was to create a link to 2000 bloggers from anywhere and anytime and feature them on his blog. I spotted quite a few Singaporean bloggers in there, like Andrew Wee, Veron and eastcoastlife, as well as prominent blogeratis like Guy Kawasaki, Tom Peters, Robert Scoble and Seth Godin.

See who you can spot and have fun clicking on the faces. I hear that Tino is still looking for bloggers to link to, so go ahead and drop him a note here!

What Is This???Tino BunticHeather ArmstrongKyle MacDonaldMichael PriceChris KnightAndrew WeeLarry HnetkaDanah BoydKloudiiaRoss MayfieldPhil PlaitPhil GerbyshakThingamyRoss RebagliatiSteven D. LevittJeremy SchoemakerBenjamin FittsThat Dude JeffAmber MacAlister CameronFrank GruberCharles SterlingAndy NulmanChristine KaneJanet MeinersJesse SkinnerBen YoskovitzJordanBen McConnellBrian GardnerLarry LyonsLefeverLee HopkinsVisconde Carlo VergaraZach KatkinChaseMarshmallowTom AsackerDustin StaigerRosie O'DonnellDonald TrumpHoward LindzonBrooke The Med StudentChris RichardsonBrad VanAukenKris JonesJim KukralLady AzurtTom EllisMike SansoneJonathan NailSandyAnthony BaggettStefanie SigurdsonRaphael GilmasKelly MonneySean HowardZoli ErdosSara NoelEmagisKristen KingPhilippe CherelIan SeffermanRonald LewisShane NickersonMichele CoreyAlex PapaKristal KraftMattKintan BrahmbhattBryan CovingtonAditya KothadiyaTony TeegardenSarah E EndlineJoshua DziabakGerard RasochaCurt RosengrenD-NiceHannahRajesh SettyLow Hang WeiJoyce WycoffAngie BrennanStephanie SmythJenniferLamillingerBlog BlokeChris CactusJanet TokerudKirsten HarrelH Webb JrGlen AllemanTanya LocaJim CahillTaniaJeff BarrDaria Radota RasmussenWillem KarssenbergJonathanSteve MillerRoger L. SimonJay BarnesR HaileyLoïc Le MeurVinnie MirchandaniDon ParkDan BricklinJay CrossGrigorRamana RaoWard CunninghamJeremy JacobsJoe DunbarHenri KaufmanBo GilbertJamie LouiseGordon ChoiAmitTishaThomas CliffordBenjamin GautheyDoc SearlsZach LynchElizabeth Lane LawleyPierre OmidyarDenham GreyThis ChickStewart ButterfieldTricia WangScott MaceAnil DashEdward VielmettiMark CubanNeville MedhoraRick SpenceTrishOliviaYaro StarakRobert ScobleDan MarquesDane CarlsonVirginia PostrelRon AmelnMargaret ChoSonia BlancoMatt CuttsJeremiah OwyangMike LopezChris PirilloDouglas KarrMikeLeaJennMaggie LienRobWilliam SlawskiCristian MezeiOmisscoJeremy ZawodnyPaul BruemmerDevil in disguiseTinaJake McKeeBarbara CorcoranKarl LongLucyJeff WissKaren SamsMichelle MalkinRyan ChuaMayor's MotherKarenDoggyS MullisEric AshfordDorothy WaltersHelen SmithNeo-NeoconCriminally VulgarJeff KogaElayne RiggsJay - The Real Estate GuyChris HouchensNatalie BennettChris SandbergKwangDarren RowseScott ClarkClaudia EcoganClaudia RosettClaudiaShawn WaiteAJHidden PersuaderDino RizzoMiss CellaniaPeterKen FergusonGazzaCC ChapmanAngeliskaToddTommy SpoonBob ParsonsBilly CalderwoodVernon SingletonDavidLisa AlexanderRikki ArundelBen LynchJames RayKelvin ChoDan-DanAndrewAntonia AzerbicSimon PhippsJenny RyanAka MontyJaneneMary BrownEnrique DansWendy MaynardTom PalmerGreg MillerLizzaRen KatFilipBill NadraszkyNataliaJohn ChowFrank PatrickARDELL DellaLoggiaAlex StenbackJason UngosGuy KawasakiDave BriggsJenLoTeenaRandy ThomasRaymi LaurenSaskBoyDarren McEwanRose DesrochersGillian GunsonIrisBlaine KendallAlynnaChief Happiness OfficerNeuro PhilosopherStephanie ChandlerSeth GodinYvonne PerrySummer HoganShawn hoganDaxAlex KingMelvin RiveraJohn MaedaShin'ichi KonomiNeil KramerChristinaKaitZelmarqShane GibsonCourtney ElizabethBrian CarrollJackie Huba Stephanie WeaverDan McCombSteven NovakYolieEdgar HDanDavid MaisterJackie DanickiJackie KesslerCraig MurrayAlberto PrechtAbiFrank RumbauskasDavid FriedmanAndrea LearnedSchawoTara PakostaMs MartiDan RubinDavid BeachTammy Breigh CanavanJazz ManEthan KaplanEthan PersoffTony MacdonellLaurent-GloaguenEva GregoryStephan SpencerColine NiessMelinda WennerSiapa KamiShel HoltzNate KartchnerChris GarrettDaniel Franklin GomezReviewerBergieSara CantorAndy PiperSunny DurbzFauziahGreg MearesLiz HenryGreg LindenMariannaBanzai BillChris RoseKatie FleckB. 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