Thursday, 13 October 2005
Influentials Read Magazines... But Don't Trust What They Read
So, according to Gfk NOP, people – particularly Influentials – read newspapers and print media a lot. However, according to Starcom USA (via Ad Age - free reg. required)
...65% of the consumers believe that advertisers pay for editorial mentions [in magazines].
So the conversation goes something like this:
Marketing Guy: Roper* says everyone reads newspapers.
Cluetrained WOMM Advocate: Sure they do Otto, they just don't trust them.
Marketing Guy: Well in that case, let's pay the magazine guys to say good things before it's too late.
Okay marketing folks, listen up. Karma time. For years you've known that it doesn't matter if your product or service is any good as long as people thought is was good. Perception is reality, right? Well guess what, it doesn't matter if you shill or not either – you've already lost consumer trust. Perception is reality, you moron. This is what Pete Blackshaw means when he talks about the marketing commons.
Now, go watch "My Name is Earl" to figure out what karma is.
* The Marketing Guy calls GfK NOP "Roper" because no one in marketing seems to know the real name. Maybe if they went more that 12 months without changing the name it would help. Hmmmm. Being a really good market researchers doesn't necessarily make you a good marketer I guess.
