“The Groundswell” – People and Technology

            The term “The Groundswell” on the surface means technology plus people.  People, with this technology, now possess the ability to have an influence over a variety of areas.  Anyone who has an Internet connection can start a conversation or a dialogue with anyone about a company or a product.  As a result, a company’s reputation is out of its hands.  With billions of people able to post responses to products or services received, either negative or positive, potential future consumers tend to formulate their opinions through what they hear from their fellow consumers rather than through media advertising.  People are more inclined to believe something if it is told to them by another person rather than by a commercial sponsored by a company.  Therefore, there are potentially millions of conversations occurring between people on the web about a single product.  Companies can use this technology to interact with consumers, but it is the consumer ultimately, that develops the perception of the brand.  This new trend, mostly encouraged by the dramatic rise of social media, looks to changes the field of marketing to customers in the future.