Websites such as Amazon (www.amazon.com) provide user friendly reviews of products or services. And, of course, emerging social media gives consumers that interactive social proof that they so often look for before embarking upon a purchase. The main difference is that consumers are now trying to find out whether the experiences of others are good [...]
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It is not that the consumers are not buying anything, it is just that they are selecting what to buy and when. We are less likely to make our decisions based on an advert that we haven’t asked for and more likely to make them based upon what our friends and acquaintances have to say [...]
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In the past, your business would simply send a message whenever you wanted the population to digest it and to do with what they will. You had little way of knowing what the outcome of your message was apart from the usual, rather vague, profit and loss accounts. It was a summative, not a formative [...]
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A short note as I sit in Dublin airport. Travelling is not often glorious – arriving can be. I hate the queuing, the waiting, the delays and the scrutiny. But fresh lands bring fresh ideas or can, at the very least, freshen up old ones. Meeting new people is invigorating. I often see a new [...]
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You can’t have missed the adverts. You know the ones I mean – how to get rich or famous overnight. They are everywhere and in every form of media. They are eycatching, compelling and profitable. I remember first falling for one of these schemes when I was 19 years old. The idea was for me [...]
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