The document discusses how blogs influenced the author's purchase of a bicycle. It describes several factors that impacted the author's decision, including reviews from peers on blogs, direct engagement from marketers in online conversations, and the positive experience with a bicycle dealer after making initial considerations based on online research. The author concludes that the entire consumer purchase experience, from online research to post-purchase support, mattered greatly in determining where to spend their money.

1. 28 November 2007
New Delhi
Nearly Sold
=
Sold
How blogs helped me buy a bicycle and why it matters to
marketers like you and I!

2. Marketing and Communication are not the same anymore…
Changed Realities are
about options & choices.
January 7, 2014
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3. Broadcast V/s Narrowcast
January 7, 2014
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4. Random Clusters V/s Tribes by Choice
January 7, 2014
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5. Sales Pitch V/s Conversations
Krishna like, we need
to ensure that NO
Gopi feels ignored!
January 7, 2014
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6. January 7, 2014
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7. The age of reference
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8. People have an opinion
Word of Mouth
Matters
January 7, 2014
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9. The marketer understands his product best.
“Bullets are our babies!
Not one should go
wasted!!!!”
No ad or press release
can replace this
passion.
January 7, 2014
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10. I picked up a LA
Sovereign bicycle
recently!
January 7, 2014
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11. There were options between Hercules, Firefox… I
wasn’t even aware of LA at that time.
January 7, 2014
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12. The entire purchase experience, not just the
product matters to me!
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13. Layers of influence, on purchase decisions
Expert Opinion
Peer Reviews
Company website
Advertising
Media
BLT
Others
Markerter’s view
www.blogworks.in
January 7, 2014
(Transparent, conversational)
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14. Search is my new ‘clipping’
January 7, 2014
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15. Shree’s blog said “Buy Firefox at your own risk!”
January 7, 2014
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16. What I witnessed was remarkable!
For a change, even
the marketer had
jumped into the
conversations.
January 7, 2014
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17. Who is scared of negative comments?
I made an educated
decision to buy
FIREFOX despite
some of those!
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18. Are you open to feedback? Or on the defensive?
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19. The difference between SOLD and NEARLY SOLD.
I ended up picking a
LA Sovereign
instead.
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20. Customer focus!
They got back with
dealer numbers in
15 mins.
January 7, 2014
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21. Perceived value.
Will find out if I
made the right
choice!
January 7, 2014
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22. The last mile..
My experience with
the dealer decided
it for me!
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23. Thank you!
…and happy riding!
January 7, 2014
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