Why Do People Go Online?

How often do you go online? Why do you go online? What is it that prompts you and holds your interest?

I read an eMarketer article online this morning about this very topic. Check out this chart they posted:


They interviewed Kathy Bloomgarden who is co-CEO of Ruder Finn. Ms. Bloomgarden spoke about looking at the underlying motivation of online behavior so companies can develop strategies.

Here are her words from the eMarketer article, "Intent is the new demographic."

So, what about you? Why do you go online? I really want to know.

Now is the Time for Social Media

By this time, it's old news. What you say about your company, product or service is less important than ...what consumers are saying about you.

Welcome to the world of social media, where consumers have more power!

I read several new reports recently that seem to support this. Yesterday I wrote about the latest Nielsen Global Online Consumer Survey.

• 90% of consumers trust recommendations from people they know
• 70% trust recommendations from consumer opinions posted online.

They trust others more than the advertisements. Advertisements that companies spend megabucks on!

An article in DirectMag discussed a recent Forrester Research Inc. report about marketing budgets being cut by 20% or more. However, there's good news regarding social media.

• 47% of CMOs are increasing their spending on social media
• 44% are increasing spending on web site development
• 40% will spend more money on online advertising

The article also mentioned that 1/3 of the CMOs indicated they hadn't spent money on social media but ...will now.

It's time to engage with your consumers!

Trust in Advertising

Do you trust the advertising industry? What about those slick ads that tell you:

• You must have this product to look good
• You must have this product to have friends
• You want to be happy? Buy our product!

The latest Nielsen Global Online Consumer Survey was just released. And do you know who people trust most for product recommendations? Well, take a look at the headline for their July 7, 2009 press release:

"Personal Recommendations and Consumer Opinions Posted Online are the most Trusted Forms of Advertising Globally"

I'm not surprised! I have to say that I have Tivo and ...I fast forward through all of the commercials.

If I'm in the market for a particular type of product I do my research online, check a few of my favorite blogs and ...ask family and friends. I guess I'm like so many others.

Many times I wasn't even thinking of buying a product but I read a blog that peaked my interest and next thing you know ...I'm buying.

So, I think the Nielsen Global Survey got this one right.

Advertisers, listen up. We know you have a job to do. But we're tired of being lied to and misled.

So, how about listening to the customers? We have lots to say and best of all, we ...tell the truth!

How about you? Where do you go for recommendations for products and services?