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- Why is it that many young users trust unknown peers more than recognized experts?
Because young people like to hear information and advice in their own voice. when they hear an expert telling them something, sometimes they don’t completely understand the vernacular the expert is using or sometimes they choose not to listen to something that comes from an “expert” point of view. on the other hand, even an unknown peer shares the voice of the young person. especially wehn it comes to the intrnet, the information that comes from an unknown peer feels like it could be as good as that from an expert because it is a still a relatively new medium so a lot of times the young unknown people are as knowledgeable as the experts. - Discuss the Internet concept of engaging the right people with the right message rather than attempting to get in front of the most people with the same message.
The internet has the rare ability of all the mediums out there to speak directly to each individual user. When it comes to TV or radio, there is a commercial playing and everyone listening to or watching that station is exposed to it. there is still a way to make sure your message is seen by the best poeple, for example putting beer commercials on during sports games, but it is still being shown to a lot of people, some of whom are not interested. on the internet however, by using cookies and tracking user information on a particular website and information based on past purchases, businesses can target each consumer specifically based on their wants and needs and thereby increase purchases while reducing the amount they have to spend on large amounts of advertising.
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