Brand New Buzz

The growth of consumer generated influence means that power has moved from away from marketers to consumers.   Marketers can now reach their audience easier than ever before but they also have never has so little control in this process.

Because we live in a connected world the influence of consumers on other consumers is great.  The power of social networking, buzz marketing, blogs and online communities are all things that we as marketers should be aware of and be involved with.  Marketers can leverage these platforms by listening to and participating in the conversation with the ultimate goal of developing brand advocacy.

To do this you will need to monitor and listen to what is being said about your brand.  Look for trends and try to keep in contact with engaged consumers who are interested in your brand. 

As well as listening you need to participate in the conversation.  You can create a blog or be active in other industry blogs and forums.   This participation leads to credibility – and credibility to trust.

The ultimate consumer relationship is the brand advocate.  Brand advocates are happy consumers spreading the word.  These types of relationships are a major marketing asset and they can attract and influence a great many people.  The brand advocate relationship should be nurtured.  They should be given access to the latest news, to product samples and to new products.  Consumers will turn to the brand advocates for their reviews and recommendations.

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2. Online Brand Building
3. Online Branding Differs From Traditional Methods
4. Online Brand Reputation Management
5. Electronic Consumers Who Search Online Spend More