It’s been said that “Good marketers see consumers as complete human beings with all the dimensions real people have.” Demographics fail to accurately describe "real people." Of course, that’s why marketer focuses on psychographics because they paint a more vivid picture of who are. However, the truth is, psychographics are byproducts of our networks. Our networks are not only better representations of us, but they are also strong predictors of the what we are likely to do.
52. @Marctothec
“People are not independent.
We all live in complex
systems where our behavior,
attitudes, and perceptions
are continually shaped by
other people around us.”
- Paul Adams
66. @Marctothec
Social Proof Is Most Powerful
When We Observe Behavior Of
People Just Like Us.
- Leon Festinger, 1954;
- Michael Platow et al., 2005
67. @Marctothec
We Are Inclined To Follow
The Lead Of Individuals
Most Similar Ourselves.
- Abrams, Wetherell, Cochrane, Hogg, & Turner, 1991;
- Burns, 1991;
- Schultz, 1999;
73. @Marctothec
Online
banner ads
33%
Online video
ads
36% Ads on
social networks
36%
Ads served
in search engine
results
40%
TV program
product
placements
40%
Before
Movie
Ads
41%
Radio
Ads
42%
Newspaper
Ads
46%
Billboards &
outdoor Ads
47%
TV
Ads
47%
Magazine
Ads
47%
Branded
websites
58%
Editorial
Content
58%
Consumer
opinions
posted online
70%
Recommendations
from people I know
92%
Display
ads on mobile
devices
33%
Emails I
signed up for
50% Brand
Sponsorships
47%
Source: Neilsen: Consumer Trust in Online, Social
and Mobile Advertising Grows - htt;p://ctap.it/peerinfluencer4
PEOPLE RELY ON PEOPLE
75. @Marctothec
BRANDS ADVERTISING TARGET AUDIENCE
CHECK
US
OUT
TAP INTO
NETWORK
SHARE
THIS IS WHAT MAKES “SOCIAL MARKETING” SO UNIQUE
MESSAGES AND BEHAVIORS ARE PROPAGATED BY A TRUSTED SOURCE