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People are not one-dimensional.
A career, a family or a
hobby alone does not define a person, and people don’t
take
their opinions solely from the morning paper. They are
sceptical about marketing and increasingly even about
the
media. When it really matters, people look for advice
and
guidance from those they trust, not those that shout
the
loudest. Purchasing decisions, brand loyalty and
perceptions are shaped gradually and subtly, by a wide
spectrum of influential individuals and organisations.
That is why pigeonhole marketing doesn’t work.
It underestimates people by assuming their lives are
neatly compartmentalised. But consumers can be reached
at work and business people are influenced by their
friends and family.
Click here to learn more about the Web of Influence®
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