Gaming Signal Strategies
Signaling strategies tell consumers what to look for. Examples of signaling strategies include celebrity and political endorsements, large scale ad campaigns and bestseller lists. It sends a message to the consumer that “(x) product or service is cool, popular, good, important – others are into it, and I can be too .” It signals its OK.
In Seth Godin’s most recent post, he examines how marketers try to game these signals to their advantage, and how the reality of the perceived popularity may be very different than it seems. He also gives 3 valuable tips on why you need to care about the increasing amount of effort spent gaming the signals.