November 14, 2021
Consumer Tech Innovation quorablog Technology

How Can Companies Use Information Diffusion To Target Their Best Audience?

How can companies use information diffusion to target their best audience? originally appeared on Quora: the place to gain and share knowledge, empowering people to learn from others and better understand the world. 

Answer by Haris Krijestorac, Information Systems Research and Professor, on Quora: 

Companies can benefit from understanding how information flows in a digital world and taking advantage of opportunities that the digital space offers.

First, companies must acknowledge that while the internet accelerates the flow of information, it also makes it harder to compete with an increasing amount of media that are created constantly through platforms like Facebook, Instagram, and YouTube. The challenge for companies and content creators is thus to break through this noise by creating attractive and viral content. The key to doing so is generating word of mouth (WoM) from consumers, as this allows the public to spread the word for you for free rather than constantly pushing out your message through advertising. Studies show that consumers are more likely to trust WoM over advertising, making it all the more important to shift towards a content-based marketing strategy to get found online.

Research has uncovered numerous specific ways to leverage information diffusion to get found online. One way is to develop an omni-channel strategy by posting media onto multiple platforms, which has been found to have a positive cross-platform spillover. Another stream of research looks at the relationship between the nature of the information and how it diffuses – for example, while informative information is better at boosting brand appeal, emotional information is more likely to be shared. Similarly, videos with low agreeableness and high neuroticism tend to diffuse more and thus be more consumed.

This question originally appeared on Quora – the place to gain and share knowledge, empowering people to learn from others and better understand the world.