The influence of relationships is greatest when consumers are buying a product for the first time or when products are relatively expensive- factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would.
The digital revolution has amplified and accelerated its reach to the point where word of mouth is no longer an act of intimate, one-on-one communication. Almost universally, advertisers seek to create and encourage brand advocatesâ€"those consumers who become champions for their brands and influence the perceptions and purchasing behaviors of other consumers.
According to Nielsen, this should be "earned" media which simply means the brand earned the mentions on social media without the brand actively asking for the mention. Nielsen found that when consumers were exposed to "earned" ads they were more likely to recall the ad and more likely to purchase the product. This, in turn, means that brands have to delight customers to the point that the influentials go online and tell the world what a great brand experience is all about.
Skeptical consumers are more likely to go online to learn about the product and read what others have to say before becoming a customer. Keep in mind that this may not be true for simple staple items like milk, butter and ice cream but there is a direct correlation between price and the amount of research a consumers is willing to do to determine if the product is right for them.
Even Apple's iPad (which has gotten off to a great sales start) is being scrutinized by a lot of people who aren't ready to lay down $500 for a product that does not meet their expectations.
Meeting customer expectations is not good enough. Today, you have to exceed expectations so customers tell others how happy they are. Organizations need to develop consistent feedback measurements throughout the product lifecycle and at all customer touch points and implement changes rapidly before word can spread via social media.