The Word of Mouth Basic Training Conference is going on in Orlando. It's all about using consumers to tell the story of your product to other consumers.
Consumers care more about what other consumers think that they do about advertising. That is not new. What is new is that via the internet, one customer can reach similar numbers of other consumers with a message that carries enormously more weight than the advertising message. . .
Whats's the moral of the story for businesses and marketers: Be honest about your products and services; provide value and earn trust so that what you promise to consumers in your message matches the product or service. Don Peppers posed the question, if earning trust was the next big thing for marketers. If it's not, it should be. The consumer is in control. (Emphasis mine.)
Of course the next big question is, how do you provide value? And is any old blogger able to do that? Hmmmm..... more thoughts on that later.