I think others have mentioned this already, but this is a problem that faces almost every industry these days. How do you get your product noticed? Why is advertising the fuel of the web? Competition. There are 10 versions of exactly the thing the buyer is looking for and 10,000 other things that are almost what they are looking for. Those 10,010 different sellers are all trying to capture that sale.
There are many different information channels that companies can try to use to get the word out. Without having done an actual study myself (though I'm sure someone has) I would guess that if you can trigger a word of mouth or viral campaign they end up being extremely effective. Furthermore if I had to guess if you can get the attention of one of the 'hubs' (a respected member of a community) in a social network to endorse or mention you, there is also a huge payoff.
Search and algorithms is one way to approach the problem, probably 'the new way.' Maybe some day we will have AI agents that know us so well that they can search through the morass of content and products and find things that will actually enrich our lives, but for now we're still monkeys that respond strongly to social cues and our algorithms suck and are easily gamed (star ratings) or are extremely time consuming (reading tons of reviews). So we go find an expert or someone we trust.
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I think others have mentioned this already, but this is a problem that faces almost every industry these days. How do you get your product noticed? Why is advertising the fuel of the web? Competition. There are 10 versions of exactly the thing the buyer is looking for and 10,000 other things that are almost what they are looking for. Those 10,010 different sellers are all trying to capture that sale.
There are many different information channels that companies can try to use to get the word out. Without having done an actual study myself (though I'm sure someone has) I would guess that if you can trigger a word of mouth or viral campaign they end up being extremely effective. Furthermore if I had to guess if you can get the attention of one of the 'hubs' (a respected member of a community) in a social network to endorse or mention you, there is also a huge payoff.
Search and algorithms is one way to approach the problem, probably 'the new way.' Maybe some day we will have AI agents that know us so well that they can search through the morass of content and products and find things that will actually enrich our lives, but for now we're still monkeys that respond strongly to social cues and our algorithms suck and are easily gamed (star ratings) or are extremely time consuming (reading tons of reviews). So we go find an expert or someone we trust.