The digital age has changed the way consumers and providers can share what used to be known as word-of-mouth information. At the end of 2016, the rate of communication by consumers across digital channels surpassed everyone’s expectations, and it is predicted to be an even greater influence throughout 2017.
We are moving towards – if not already in – ‘Experience Marketing’, where consumers want to be actively involved with your brand. As a result, consumers will become your advocates. People are readily sharing their experiences of a brand, product or service through digital channels.
As a result of digital platforms where every consumer has a voice, consumers are becoming key influencers in the purchasing process, with research showing that 88% of consumers trust online reviews as much as family and friends! (BrightLocal)
It is becoming more prevalent than ever to create Raving Fans, and not just get customers!