Influence...Not so much

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3 commentsFriday, April 4, 2008

In Marketing, Perception Is Everything

Influence...Not so much

3 Comments

By Guest (WPN reader) - Mon, 04/07/2008 - 10:20

2 Things... Awhile back

2 Things...

Awhile back on Top Rank Blog there was a huge dustup over a video that was created by one group, promoted by another, for a particular product, and vilified by all those who had seen it. The perception was How dare they! The association between those involved quickly took on a " I didn't do that, it was them" type of theme. But the damage, was done. The blame was as much on the PR firm as it was on the agency who produced the piece as it was on the company and product promoted. Though the overall effect was viral, and in today's case, that's what everyone wants. it's overall perception was of a very very negative experience. So though all parties involved may do "good things", the reality is from here on out, all conversations may start with, "Weren't you the guys who..."?

For marketers, perception is reality. It is there to be tweaked and molded to fit the reality of the consumer that they pursue.

Now you know why Word of mouth marketing, though not new, is now THE thing in marketing. A trusted or known source tells you about a product. Because you know them, your belief is that it must be ok. Not neccessarily a novel concept but then again we as marketers reinvent everything anyways.

By marshall (WPN reader) - Mon, 04/07/2008 - 09:26

Perception IS reality

I whole heartedly believe a consumer's perception about a brand, company or web site has so much to say about the business.

We've all seen company websites that haven't been updated in a while or that have broken links and errors and I always wonder how the consumer thinks about that experience. Bad web experience = bad business/transaction experience...is that the perception...is that the reality?

While others can come across creating the perception that their company is wonderful and below those layers (of onions) you come to find out, the company is not what it seems.

Great article, I look forward to reading more as you've earned your way into my RSS with this post!

By Dana Lookadoo (WPN reader) - Sat, 04/05/2008 - 10:23

Breaking down the layers!

This is one of the most captivating marketing articles I've read. The first paragraph set a captivating emotional visual. I was hooked to read the rest, including the referenced links!

Your article breaks down the layers of marketing perception. Depending on how emotional a product or service is to the target audience could be a key factor to how many layers need to be penetrated.

Thanks for the approch. Keep them coming!