Successful Blog

Here is a good place for a call to action.

  • Home
  • Community
  • About
  • Author Guidelines
  • Liz’s Book
  • Stay Tuned

Book Review: Absolute Value, By Itamar Simonson & Emanuel Rosen

January 23, 2014 by Rosemary

What happens when marketers get naked?

Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information, is the answer to that question.

Stripped of their exclusive access to broadcast media, stripped of their information monopoly, stripped of their banner ads, stripped of their SEO tricks, marketers in 2014 have awakened to a new reality. Consumers have access such a diverse array of data that they can (if they choose) make much more informed purchasing decisions.

This book explores how this state of affairs came to be, how consumers are dealing with their access, and how marketers might still be able to add their voice to the mix.

“In a world with improved access to high-quality information, more and more decisions will be based on absolute values, resulting in better choices overall.” Absolute Value, Simonson & Rosen

The Marketer is Being Stripped, Bit by Bit

Tools like positioning and persuasion are less effective because consumers can see behind the wizard curtain by reading blogs, talking to other consumers, and reading reviews.

The value of brand and loyalty is disappearing as consumers are able to rely on a huge amount of actual information from experts and weak-tie fellow consumers. Simonson & Rosen suggest that a consumer’s decision to buy is affected by a mix of three related sources: individual preferences, beliefs, and experiences (P); other people and information services (O); and marketers (M). Marketers need to be aware of where their audience lies on the POM continuum so that they can respond accordingly. Which information does your typical customer rely on most heavily?

The power of advertising has been undercut as well. There must be a shift away from random banner ads to get “top of mind” awareness, and toward ads that are closer to the decision point and provide actionable information to the person as they are about to buy. Top of mind ads are less effective because they get overwritten by other info that comes along in the noise stream.

Another tool in the marketing arsenal was the traditional funnel. There used to be a reliable, predictable path from awareness to action. The new consumer doesn’t care about the funnel. He/she will now often employ what Simonson & Rosen term “couch tracking,” accumulating lots of information over time, even before the need for a product is identified. Marketers need to focus more attention on the couch-trackers, who frequent online communities and forums as they have a certain product or brand “on their radar,” because they are likely to make a decision before marketers are even aware of them.

What Happens Now?

When power is taken away from the marketers, does it come at the expense of good business decisions? Will consumers use the big data available to them to support good decisions or will it lead to more irrationality as they choose the sources of data they want to use?

Will consumers with limited or no access to the additional data be more susceptible to manipulation because they don’t have access? Will marketers be hip to that and use it to their advantage?

Perhaps we will end up with “less sugar in our information diet” and “less sugarcoating” as real-world reviews and referrals take the place of rotating banner ads.

The release of this book could not be more timely. Within the conversations about big data, content shock, and influencer marketing, there must be a discussion of the absolute value proposition.

Disclosure of Material Connection: I received an advance copy of this book free from Harper Business. I was not required to write a positive review. The opinions I have expressed are my own. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”

Author’s Bio: Rosemary O’Neill is an insightful spirit who works for social strata — a top ten company to work for on the Internet . Check out the Social Strata blog. You can find Rosemary on Google+ and on Twitter as @rhogroupee

Filed Under: Marketing /Sales / Social Media, Personal Branding, Successful Blog, Trends Tagged With: bc, book review, consumer, marketing

Smarter Shoppers: How to Convert on New Buyer Behavior

August 2, 2013 by Rosemary

By Darren Creasey

Online marketing is an industry that is acutely aware of buyer behaviors and patterns; in fact, many trends in digital marketing are driven by this awareness. The Internet is a positive feedback loop- it has changed the way consumers research, shop, and buy, which in turn shapes how marketers use the web to market to buyers. Do you know how the Internet influences buyer behavior, and how to capitalize on that information? Read on to find out.

1. Shoppers are smarter

One of the best features of the Internet is the accessibility to learning resources that it provides. This is true of product information as well as academic knowledge. Consumers are now taking advantage of this wealth of online resources to learn more about the products and services they are interested in: what their options are, the key differences from each competitor, and what price levels to expect. This smart shopper means that they have an element control over the sales process – they no longer need to wait for your sales presentation to learn the details about your solutions. Instead, you need to be prepared for dealing with a middle of the funnel customer, with knowledge of the product and specific questions, earlier in the buying cycle.

2. Buyers want you to help make them smarter

While a more informed customer might sound like a tough sale at first, it’s important to look at the positives of the situation. A well informed, inquisitive customer will place a lot more value and trust in your brand if you help contribute to their knowledge. Content marketing is a great tool to use here – by publishing information that helps consumers understand your industry, your products, and their options, you are not only demonstrating value to the buyer, but also strengthening your own position as a reputable, knowledgeable company.

3. Consumers are listening online

But buyers aren’t just going to take your word for it. Social media, forums, and other third party online communities help potential customers hear from real users, and can help sway their decisions one way or the other. You should be actively monitoring and engaging in these conversations; you need to know what people are saying about your company, and you need to be ready to jump into a conversation when a question is asked – this is a great opportunity to help educate the customer.

Your turn: how have you changed your strategy to deal with the new, more informed consumer?

Author’s Bio: This article was written by Darren Creasey to inform people about the advantages of online marketing. He believes that through internet marketing techniques, companies can achieve a greater level of success.

Filed Under: Content, Customer Think, Marketing /Sales / Social Media, Successful Blog Tagged With: bc, behavior, consumer, content marketing, shopper

Recently Updated Posts

How to Become a Better Storyteller

SEO and Content Marketing

How to Use Both Content Marketing and SEO to Amplify Your Blog

9 Practical Work-at-Home Ideas For Moms

How to Monetize Your Hobby

How To Get Paid For Sharing Your Travel Stories

7 reasons why visitors leave websites for ever



From Liz Strauss & GeniusShared Press

  • What IS an SOB?!
  • SOB A-Z Directory
  • Letting Liz Be

© 2025 ME Strauss & GeniusShared