We all trust our friends. Few of us trust advertisers. So if you can impress my friends enough to have them tell me about you, I’m all ears. I am far more open to an offer from my friends than I am from a relatively unknown advertiser. Research says 83% of consumers trust what their friends tell them. 13% trust advertisers. Context is far more important than content, yet most of our primary effort is on content and creative messaging.
Agencies exist to communicate with consumers in a way that has them take action. The consumer had few media choices in the past and learned to behave a particular way. Google changed all that. Now that consumers have changed the way they buy (they simply Google what they want), we must change the way we sell (or maybe now we have to learn to allow them to easily find us and then let them buy). We must learn to use Social Media.