“84% of consumers are more likely to trust word-of-mouth recommendations from their peers than branded advertising campaigns.”

I believe this finding is kind of obvious. Companies want to use marketing to portray themselves as good and people say that advertising is deceiving. This idea may create problem for marketers, for consumers are less likely to respond and believe their marketing campaigns. Keep in mind that companies who launches misleading marketing campaigns will eventually hurt their brands themselves.

Important to realize, this research also reminds marketers to focus on customer experience that will lead to brand advocates. The article mentions that “by encouraging trust, your customers become your brand’s strongest advertisers – capable of organically spreading your message far beyond the reach of a traditional advertising budget.” This is indeed true and some important approaches that can be used it to focus on service rather than the product, such as responding to feedback and solving issues. Correspondingly, this creates opportunity for your brand to be improved as well. By hearing and responding to customers’ feedbacks / complaints, consumers will feel as being respected and valued, increasing the chance of being brand advocates.

To point out, social media has made it easier for marketers to get closer to customers and provide personalization. With the help of customer relationship management (CRM) and other services, such as HootSuite, relationship can be managed easily and effectively. Lastly, instead of focusing on the word ‘advertising’, which often seen as profit-making effort, emphasize on relationships.

Source: http://www.clickz.com/clickz/column/2378740/the-customer-experience-is-key-in-every-channel-and-at-every-interaction