The Digital Footprint Never Dies

We all share the innate human need to matter, to be heard by others, and to connect with like-minded individuals. This human trait, empowered by technology, is what birthed the online user-generated content (UGC) phenomena.

Unfortunately it is extremely difficult, if not impossible, to remove a claim from the web once it has entered the digital universe. This reality shows no signs of waning within the mass of cyber chatter already in motion.

A 2007 Nielsen study found that nearly twice as many people (55%) were compelled to comment on the Web because they had used a product and liked it, compared to those who used a product and didn’t like it (28%). Those that were pleased were twice as likely to comment as those that weren’t.

This means Affinity Brands are twice as likely to sustain a positive digital footprint. Now that the Internet has migrated mass markets into personal, relevant niches, things will continue to evolve rapidly. And more voices will forever be heard.

Mass marketing was once defined as, “average products for average people.” Today, in trying to please the average person, your brand becomes average, and average no longer interrupts in a noisy marketplace.

Suppose you are prepared to allow customers to love you or hate you. Then you just might become more interesting and a potentially remarkable brand. By that we mean a brand worth mentioning or worthy of remarks.

In this dynamic marketplace, consumers have a voice and more choices than ever before. Motivated by increasingly diverse needs and wants, it is evident why so many brands are turning to Affinity Marketing to drive consumer loyalty, increase value, and experience growth.

This is accomplished with marketing efforts that build brand awareness through advocacy, where loyal consumers encourage others to share their experience.

How is this different than before? Next time market to the influencers and let them reach the easily influenced.