From the article:
“The data is a really compelling reminder that a lot of our target consumers are not the people who are sitting on Twitter freaking out over a packaging design that they don’t like,” said Diane Hessan
So, I find I’m asking a number of questions. For starters, why is this happening? What compels a group of people (in the case of the Motrin ad—Mommy Bloggers) to get so worked about something relatively meaningless?
The internet has made it easier than ever for consumers to get their opinions heard — and for marketers to listen. But it also creates real challenges: Do marketers know who they’re listening to? And at what point does the echo chamber of social media drown out the real opinions of the people who buy your brand?
Lastly, why are brands so completely afraid of these (relatively few) vocal people, so much so, that they’re willing to yank ads for them?
(Thanks to reader Jonathan for the link!)