No customer is a wrong customer..
Marketers always believe in the power of Word of Mouth marketing and Viral marketing where some key influencer(s) are targeted and who are believed to spread the good word about the product. In simple words, these individuals commands a power in the society and acts more like 'cheap' brand endorsers. But well, there is another school of thought emerging up and I really admire his fresh thinking.
Duncan Watts of Yahoo research believes that there is nothing like key influencers in absolute terms. A marketing program targeted towards these selected few is flawed and is no better than good old mass marketing. He argues that the key factor is the readiness of the market. If the society is ready to embrace some change then it will take the lead from almost anyone. There will be first movers but almost anyone could be the first mover. This is called accidental influential. [really a great idea]
Take an example: In viral marketing those people are targeted who do nothing other than forwarding mails. I get a lot from a couple of guys and most of the time I delete without even reading them. Sometime gmail saves me time by putting it directly in the spam folder. At the same time I do read mails from friends who write to me once a while (even when it's a forwarded trash). So you see, these people have more power than the the friendly 'spammers'.
Well, that's a disturbing news for the companies which put a lot of money on seminars and PR work. A new trend doesn't need to endorsed by Big B or SRK because if the market is not ready then no matter what it will fail and if it is ready then people like me or you can start a trend. That's a good news that no customer is a wrong customer.
Duncan Watts of Yahoo research believes that there is nothing like key influencers in absolute terms. A marketing program targeted towards these selected few is flawed and is no better than good old mass marketing. He argues that the key factor is the readiness of the market. If the society is ready to embrace some change then it will take the lead from almost anyone. There will be first movers but almost anyone could be the first mover. This is called accidental influential. [really a great idea]
Take an example: In viral marketing those people are targeted who do nothing other than forwarding mails. I get a lot from a couple of guys and most of the time I delete without even reading them. Sometime gmail saves me time by putting it directly in the spam folder. At the same time I do read mails from friends who write to me once a while (even when it's a forwarded trash). So you see, these people have more power than the the friendly 'spammers'.
Well, that's a disturbing news for the companies which put a lot of money on seminars and PR work. A new trend doesn't need to endorsed by Big B or SRK because if the market is not ready then no matter what it will fail and if it is ready then people like me or you can start a trend. That's a good news that no customer is a wrong customer.
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