New Research: Consider This Before Placing That Next Ad
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The legendary consultant and business master Peter Drucker once famously said, "The purpose of business is to create a customer." Yet, the difficult part for most marketers and advertisers is determining exactly how best to do that.
The reason it’s hard is that the consumer and the market continuously change. Fortunately for us, we have informative research and experts like Ed Keller to guide us on where to invest.
Ed Keller , CEO of Keller Advisory Group and Executive Director of Market Research Institute International, known for his groundbreaking studies on Word-of-Mouth Marketing, just released an eye-opening report on the impact of Creators on consumer behavior.
With so many of today's consumers distrusting institutions, advertising and the media, it appears to be a perfect moment for Creators. Keller's findings are invaluable for brands looking to leverage Creators to move the revenue needle.
Here are a few stats from Keller's research:
Beyond these points, Keller's research also answers these important questions:
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Access Ed Keller's research and read my latest article, 'The new influencers beat traditional advertising effectiveness,' on social media marketing expert, Mark Schaefer 's legendary blog, here: https://businessesgrow.com/2024/06/10/new-influencers/
Thank you ?? for your attention this week!
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Marketing Creative + Behavioral Science | Award-Winning Author | International Keynote Speaker | Chief Creative Officer
5 个月Definitely food for thought, Aaron H.. Word of mouth remains extremely powerful. Influencers are trusted sources for product launches and product reviews. And today people find their way to brands through creators.
Communications Strategist & CEO | Fractional PR & Marketing Consultant | AI Workflow Chef| Community Catalyst | Accountability Champion | Co-Founder of Smart Social Mastery & Social Media Breakfast of Houston
5 个月Aaron H. As a person who has created influencer campaigns for brands for over 15 years now, this new research is exciting. It punctuates what I have been saying for years. Thanks to you for sharing it and Ed Keller for doing this new research. I will be sharing your article widely.
CEO MISCHIEF Maker | Get Relatable & accelerate time & trust to gain customers | Wrote A.I. Chapter in The Most Amazing Marketing Book Ever | Fell into entrepreneurship with 2 broken legs.
5 个月Very interesting research results that support the relationship economy, I think. Consumers seem to have stronger relationships with the creators they follow and trust rather than brands that don't really have the ability to build relationships, especially if the brand does not have a strong community backing it. The payments to creators are eroding trust, however, right?
Rise Above The Blah ?? AI-supported marketing for small biz ????? get my weekly emails for tools and tips ?? No overwhelm allowed
5 个月Great piece Aaron. It struck me reading it that it would be really interesting to see a study on the correlation between the size of an audience and level of influence on purchases.
Entrepreneur | Data/Analytics/Insights Exec | BOD and Advisor | Award Winning Author | Executive Director - MRII
5 个月Thanks so much for your interest in and kind words about me and my research about Creators Aaron H. and for this terrific summary.