There’s an interesting report from Weber that talks about advocacy, the impact of influentials and speed at which decisions are now made. 63% of respondents decide much quicker on whether or not they like products, brands or issues that are marketed to them. They also use the term Badvocates which I think is “catchy”. It’s a good piece and also brings in to discussion the importance of new media… Amen…
“Both traditional and new media play critical roles in forming Advocates’ opinions. Advocates’ opinions about issues, causes, companies, brands and products are more strongly influenced by the media than non-Advocates’ opinions. Following broadcast and print, online media ranks third in importance of opinion influence among all global consumers.”