A new report published by eMarketer today suggests that one of the best ways brands can capture the attention of internet users is by “providing relevant news and analysis” as well as providing “new ideas and thinking”. In other words, brands need to educate the user. By providing educational content, the theory is that internet users will reciprocate by providing support to the brands that educate them.
The one flaw with this survey? When was the last time that a human could rationally explain why they purchased something? Robert Cialdini’s “Influence: The Psychology of Persuasion” discusses some of the methods that can be used to influence consumers. Never does Cialdini go and poll consumers as a method for proving how something can influence a user’s purchase decision.
This doesn’t mean that this data is horrible though. Educating users simply works. The most popular articles that we’ve written over the years are those that are educational. Since the cost of content production has dropped dramatically over the years, it almost makes sense for large brands to develop ongoing media channels that they use to educate users.
While there are clear issues surrounding biased data coming from brands, investing in educational content makes a ton of sense. Those companies who spend tens or hundreds of millions on advertising each year would be much better to create their own media entities since the costs of running media enterprises are so cheap.
I’ll end my rant about investing in media companies though as there are numerous other activities that are relevant to internet users, as surfaced through this eMarketer survey. Discounts, for example, trumped every other activity as consumers are looking to save money. Also of interest in the eMarketer survey was the finding that family members and close friends are the best sources for information on purchase decisions.
While numerous social media companies have been working on turning that information into cash, the most effective systems to date are those platforms which enable communication among our closest relationships. You can check out the eMarketer findings for more information.
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I agree
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Real profits and stable revenue streams come from long-term relationships and repeat business with your current loyal, profitable customers. And one can turn random customers into loyal especially by educating them and giving them solutions that meet their needs.
So give it up for education!
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the Theory that internet users will reciprocate by providing support to the brands that educate them, is very interesting.
Thank's for sharing this information with us.
Best regards from Austria
Ortwin Oberhauser
please feel free to follow me on Twitter
http://twitter.com/Oberhauser
@Oberhauser
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