Engagism and Consumers -- Bridging the Disconnect

I think one of the most interesting (and perhaps frustrating) things about engagism is the fact that very few people understand the magnitude of what's going on here (and believe me, I'm not saying that I'm one of the few that do). Couple examples:

First of all, I noticed with interest recent finding about the disconnect between what companies are spending their advertising dollars on, and what types of things actually influence consumers. For example, 42.6% of consumers are influenced by word of mouth when making a decision about electronics and home furnishings. Yet advertisers in those arenas spend exactly 0 on that specific area of advertising. Granted, it's difficult to generate positive "word of mouth" buzz, but it can be done. As the researchers associated with the report noted, "... new media options such as online search, blogging, email, texting, video streaming and social networks . . . have expanded the Word Of Mouth universe and made traditional advertising less relevant for many." (more at Big Research)

Speaking of over 40% of consumers, did you know that over 40% of consumers agree that a frustrating online experience would make them less likely to shop at that retailer's physical store. What does that mean? If your web portal isn't very user-friendly, you could be losing brick and mortar customers. It's rare that the link between the online world and the physical universe is so clear -- and so important for any business seeking customers to understand.