86% of consumers consider recommendations and reviews important when they buy. Only 2% consider traditional ads important. Two percent!
These developments aren't a threat, but they do demand that marketers align themselves with this new way of having their brands touch their consumers.
Influencers and communities now own the conversation, and marketers are there, if at all, to set up guardrails but must adapt to this change.
Consumers are not shy about signaling to brand marketers that their messages are no longer ruling how products are perceived.
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