Clients, confident and content on the Web 2.0

.Expose, to begin with, 3 interesting facts:

46% of Americans believe that the Internet is a way “that can be trusted,” according to the results of a recent study by the University of Southern California (USC). That confidence makes nearly half of American Internet users turn to Internet to look for work, obtain information about products and services, and resolve questions of all kinds, both domestic and personal or professional. The importance of TV is already in second place with regard to the Internet.

40% of online shoppers Europeans have changed their opinion or decision to purchase a product or service mark after surfing the Internet looking for more information. Those who rely more on the Internet are the British, by 49%, and that fewer Italians, by 27%. There are data from the study conducted by the European Interactive Advertising Association (EIAA).

57% of Internet users rely on the information found in blogs and other non-corporate websites. Confidence in advertising on search engines drops to 35%, banners barely capture the confidence of 23% of Internet users and last position are SMS advertising with just 17%. So it takes a study by Nielsen Global Survey

Meanwhile, Nokia launched in 2007 a comprehensive study to try to anticipate what the behavior and preferences of users of mobile terminals as far as recreation is concerned. The prospect that is drawn seems quite clear: in 2012 25% of entertainment content will be created and consumed between members of online communities. An emerging phenomenon already starting to circulate called entertainment, or network/ circulars communities. Unlike social networks, which are extensive, and many are formed by people scattered geographically, the circular networks are networks with few members (circle of friends, family, colleagues nearby…) who maintain a close relationship and share many facets of his life. In the circular networks are shared photos, videos, applications, information of various kinds, and all of that activity involves intensive use of mobile devices.

If we add to that over 100 million bloggers around the world and the speed with which this number is growing. If we add also the growth of the activity platforms as eBay trading between individuals and secure payment systems such as PayPal, arrive at a scenario where trust, which has always been his great Achilles heel, it seems that becomes a the values differentials.

It is true that the figures, as well as flatly exposed, they should not make us believe that, finally, the Internet puts power in the hands of Client compared to the Enterprise, Consumer hands off the brand, which expires in reality that David Goliath. It is not so easy, nor is so obvious, nor is it so fast. But it is a clear trend that is strengthened day by day.

We speak of the Internet as 2.0 in which the Internet surfer generated content and also creates the view, or significantly influences the decisions of other Internet users. And that is true. As it is equally true that corporations, advertisers, Marks are not knowing, for the moment, where, how and when to position themselves in this new scenario, and what is even more crucial, what is the role that they bear ( or they can assume) in the new context of market.

We will continue to deepen this topic in future articles because it is a field in which all, absolutely all companies must raise their strategies. Of course, these strategies today are not designed… let alone but should be. The law of natural selection has been always unforgiving. It is assumed that this is not going to be different from now.