Forbes credits word-of-mouth marketing as the “most important” form of social media, with 92 percent of consumers admitting that “recommendations from friends and family always trump other forms of advertising.” I have no intention of shooting down traditional forms of advertising. However, I would much rather rely on peers’ personal experiences with a product for advice than unsightly billboards or strident commercials in which companies have paid money to try and convince you that their product stands above the rest.
Generational shifts in content consumption
As consumers, the way we receive information has transformed from face-to-face communications to online media, hence the need to reach online “influencers.” Bloggers are now filling the same role as asking a good friend for advice on which mascara you should purchase. Because of the role bloggers have come to play in our daily lives, they have become wildly influential and should be considered in integrated PR strategies.