In today’s highly-social uber-connected world, success of a brand is heavily dependent on the credible social conversations that the top 20% of their consumers are having about their product.
With too much marketing interference, a staggering 60% consumers feel more negatively about advertising than they did a year ago. This means, nobody cares about what the brand says about their product. What they care about, instead, is what their network, friends and peers have to say about it.
For instance, here is a conversation I overheard when picking up my daughter from school.
Mother A – “My daughter Alia is sick again. She just doesn’t eat. How do I improve her immunity?”
Mother B – “I was facing the same issue with my son Advait. A couple of months ago my friend Shruti told me about Immuno Boosters. It has all the nutrients and stuff a child needs to build immunity.