The Digital Handshake
Seven Proven Strategies to Grow Your Business Using Social Media
Chapter One
Consumer Skepticism
Is at an All-Time High
Trust is a commodity in short supply nowadays. We consumers
are increasingly skeptical of advertising messages
that promise to make our lives easier, our bodies healthier,
or our wallets fatter. Ours is a cynical age tainted by war,
economic downturn, political unrest, and an uncertain future.
We are suspicious of hype, and we favor that which is
real, even if it lacks the shiny exterior and pomp commonly
associated with advertising.
This chapter seeks to lend insight into the reasons for
this increasing skepticism and shed light on who consumers
are turning to for advice on goods, products, and services.
THE INSURGENT CONSUMER AND THE INFLUENCE
OF WORD OF MOUTH
In a February 2006 article from Advertising Age, Editor
Jonah Bloom stated, "While too many advertisers are still
focused on the business of shouting one message over and
over ... read full excerpt from: The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media ebook
