I've talked about this subject ad nauseam - in my book, in my presentations (attendees usually have to suffer through at least fifteen minutes worth), and in this blog over the last few years:
Advertising/Marketing Article of The MonthThe Brouhaha Over WOMM
What's Plaguing Viral Marketing
If you read the Millward Brown report and some of the above posts, it's pretty obvious that Mr. Hollis and Yours Truly are on the same page more often than not. Transparency and a light touch from PR is the best approach in most cases - especially when targeting Baby Boomers:
The report says:
A 2007 survey conducted by Millward Brown in the United States and the United Kingdom suggested that relatively few people use informal sources of online information (message boards, blogs, etc.) to guide their purchase decisions; the majority of shoppers turn to friends, neighbors and colleagues for advice.For Baby Boomers: Make that a fraction of a fraction on the web, double whatever percentage makes up "the majority", and assume anything received has not simply "diminished" - but gone up in a puff of ether.
We can hypothesize that the power of online word of mouth is diminished by both the receiver’s lack of knowledge about who is providing advice, and the provider’s lack of knowledge about who is receiving it.
And I love this one:
Read The Brouhaha Over WOMM Returns.
I've discussed the Dove Pro Age Campaigns - and the commercial that was banned in the U.S. I've never mentioned The Onslaught or Evolution - great spots. Great Public Relations spots.
Check out Nigel Hollis' Blog.