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Did Gallup Get It Wrong?

Did Gallup Get It Wrong?

Earlier this week, Gallup released a report called The State of the American Consumer. People went nuts over this report – especially the bit where 62% of consumers don’t believe social media influences their purchasing decisions. If you’re a business owner using Facebook, Twitter, Pinterest or Google + to market your business, you really don’t want to hear that nearly 2 out of 3 people don’t believe the messaging they encounter on social media sways their opinions or drives sales.

Well, you can relax. After the first rush of panic, people are taking a more critical look at Gallup’s numbers. The fact that the study is based on data that’s two years old is problematic. In social media, two years is an eternity: numbers that are twenty-four months old aren’t really relevant anymore.

The second issue has to do with how reliable people are when it comes to identifying what influences their purchasing decisions. Word of mouth marketing experts have been butting their heads up against this challenge for years. Many pride themselves on being rational people who make decisions based on logic and objectively observable criteria, but in point of fact, the recommendations of friends and wholly subjective emotional experiences are far more influential forces.

The fact that people don’t believe social media is influencing their thinking doesn’t mean social media has no influence. Belief does not create reality. National Geographic found that 77% of Americans believe the government is keeping secrets about aliens from us. That does not mean that there’s a secret military base full of little green men out there somewhere.

Social media is nothing more – and nothing less – than a platform for conversations.

We’ve referred to it as word of mouth on steroids, and that truly is what it is. When your customer loves your products and shares their opinion with all of their friends, it adds your brand to an ongoing conversation that in its entirety shapes the public’s experience. This can and does drive sales. Gallup usually does good work, but this time – they got it wrong.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office