Word-of-mouth is one of the most persuasive marketing tools there is. After buying new shoes, visiting that new cafe or reading that NYT’s bestseller, consumers will develop perceptions towards that experience and naturally, share them with the people around them. This recounting of customer experience influences and shapes the way that others may perceive a brand or company, leading to positive promotions or negative avoidance all together.

With this mechanism in mind, Google users will soon become product or brand endorsers. Users who have followed, liked or commented on specific products or services on Google utilities, may have their names, photos and comments used in online ads. Users may opt out of ads on social networking sites and those under 18 will not have their information used in commercial ads.

When family and friends endorse a product, potential consumers are aware of the reliability of those reviews and are more inclined to go with products/services people around them support and have positive experiences with. However, it is crucial for Google to ensure that the privacy of their users is kept as a priority to prevent infringement. Words are mightier than the sword; and that definitely holds true in online marketing.

Sources:

1. http://www.theglobeandmail.com/technology/business-technology/now-google-wants-to-use-your-face-to-sell-ads/article14835102/

2.http://www.millitalk.com/uploads/GoogleZipperlogo.jpg