JSchneier
10-26-2009, 01:18 PM
People flock to Facebook to connect with friends. They turn to Twitter to share interesting information and tidbits on their lives and work. So why do users turn to forums? Often when people are looking to buy a new product they want information about that product. Shoppers don't want information that the company is saying about itself but what real people are saying about the product. All of this information is readily available in world of forums. Often the primary reason a person turns to a forum is to obtain product information.
"A special kind of consumer has taken a major role in the marketplace -- the new info shopper. These people just can't buy anything unless they first look it up online and get the lowdown." Wall Street Journal October 15
For example, at Fashion-forums.com (http://www.fashion-forums.com/frontpage/?p=vB10010860) there was recently a discussion on Ugg Boots. This was not a client sponsored conversation but an enthusiastic discussion on whether or not buying Ugg boots was a good idea. At Fashion-forums.com users often will discuss all things fashion related. Forums like these can play a role in a marketing strategy for anyone in the clothing or beauty industry.
Other recent user-generated conversations included:
"Amazon flip flops - essential summer wear"
" I found a great place to get the latest Kohl's, Macy's deals news"
" Juicy Couture handbags"
These consumers are out there discussing your products on their own dime. No one is making them promote your product (or criticize it) but they are doing it! Many people that don't even comment on forums are reviewing them for information. By advertising on a forum you are able to begin reaching your target demographic.
Info shoppers represent the majority of Americans. According to the Wall Street Journal "an astonishing 70% of Americans now say they consult product reviews or consumer ratings before they make their buying decisions." Seventy-percent. With that many people turning to the Internet to hear about your product can you really afford to not participate in how your image is being shaped?
"A special kind of consumer has taken a major role in the marketplace -- the new info shopper. These people just can't buy anything unless they first look it up online and get the lowdown." Wall Street Journal October 15
For example, at Fashion-forums.com (http://www.fashion-forums.com/frontpage/?p=vB10010860) there was recently a discussion on Ugg Boots. This was not a client sponsored conversation but an enthusiastic discussion on whether or not buying Ugg boots was a good idea. At Fashion-forums.com users often will discuss all things fashion related. Forums like these can play a role in a marketing strategy for anyone in the clothing or beauty industry.
Other recent user-generated conversations included:
"Amazon flip flops - essential summer wear"
" I found a great place to get the latest Kohl's, Macy's deals news"
" Juicy Couture handbags"
These consumers are out there discussing your products on their own dime. No one is making them promote your product (or criticize it) but they are doing it! Many people that don't even comment on forums are reviewing them for information. By advertising on a forum you are able to begin reaching your target demographic.
Info shoppers represent the majority of Americans. According to the Wall Street Journal "an astonishing 70% of Americans now say they consult product reviews or consumer ratings before they make their buying decisions." Seventy-percent. With that many people turning to the Internet to hear about your product can you really afford to not participate in how your image is being shaped?