allaboutadvocacy.com

Ignore Santa this year

More research into word of mouth has been released this month, questioning the relevance of targeting influencers – the elite in society who are the charismatic, well networked, all knowing, few. The research suggests that in the digital world the cost and complexities involved in hunting out these individuals is unnecessary, when in reality most of us are willing and able to advocate a product or service at some point, as long as the message and experience pleases us.

In some situations this may well be the case. This is why targeting customers who are advocates and turning them into powerful word of mouth influencers is undoubtedly the cost effective place to start. Equipping your buyers to influence other potential purchasers and giving them a platform to talk about their recent purchases for example, has got to be a lot easier to execute and far more credible than trying to hunt down the illusive S. Claus at 90 degrees north and rewriting his script.

Humbug!