The Shifting Tides of Marketing
Juran van den Heever (PHD)
Chief Marketing Officer | Fio Capital | Incubate, accelerate and escalate brands | "We help ENTREPRENEURS Grow"|????
From Social Media Fatigue to Personal Word of Mouth
In the wake of the COVID-19 pandemic, the marketing landscape has once again undergone a significant transformation. While social media platforms have long been the cornerstone of many marketing strategies, and in some instances remain,? a notable shift is emerging. Post-pandemic, individuals find themselves overwhelmed by the overload and overwhelming of content on these platforms, leading to what can be aptly described as social media fatigue.? I personally feel that consumers and our potential clients have social media fatigue.
As people yearn for genuine connections and trustworthy recommendations, a new trend is gaining momentum: personal Word of Mouth (WOM), networking and EWOM.? This isn’t actually new, but it sort of took a back seat during the pandemic. ? In a world where uncertainty looms, individuals are increasingly turning to their peers for guidance and advice. This resurgence of trust in interpersonal communication is reshaping the way businesses approach marketing.
Unlike traditional advertising or social media campaigns, personal WOM relies on authentic recommendations exchanged between friends, family, colleagues, and acquaintances. In an age where skepticism towards sponsored content runs high, these genuine endorsements are important for? consumer decisions. After all, people trust people.
The power of personal connections extends beyond mere recommendations; it encompasses :
In a time marked by isolation and digital overload, the human touch carries immense value. Networking events, whether virtual or in-person, provide fertile ground for cultivating these connections and fostering meaningful relationships.
Businesses are swiftly adapting to this evolving landscape by prioritizing strategies that facilitate personal engagement and foster community building. Rather than solely relying on metrics and algorithms, they are investing in building genuine relationships with their customers. By leveraging the power of personal WOM, brands can tap into existing networks and amplify their reach in a manner that feels authentic and organic.
Moreover, the resurgence of personal WOM presents a unique opportunity for small businesses and startups to level the playing field. In a world dominated by corporate giants, genuine recommendations from satisfied customers can serve as a powerful equalizer, allowing smaller players to carve out their niche and thrive in a competitive market.
Social media is still in use and valuable BUT in a world where trust is paramount, nothing holds more sway than the genuine endorsement of a trusted friend or acquaintance.