Any one who has ever read a review of a product, band, play, movie or anything else is proof that we seek out peer pressure.  Peer pressure has been blamed for everything from drug use to smoking, but how about purchasing habits?

The digital world has made peer pressure an art.  DIGG rates news stories. iTunes rates music, audio books and everything else that’s available.  You can find ratings for golf clubs, headphones, investments, restaurants, burritos even interactive agencies.

Marketers should pay attention to the desire for peer pressure from their customers and they should include activities to take advantage of it in their interactive strategy.  You see some marketers giving it the college try with testimonials that are signed off as “John, Detroit, MI.”  Do you believe that?  Or do you believe ten comments about a movie that are both positive and not so positive.  The answer’s pretty obvious.

Here’s something to try.  Go to YouTube.  Search for SlipKnot.  Read the comments.  Read how many of the comments express passion for their music.  Now put yourself in the mind set of a 17 year-old boy looking to make a statement about himself with music.  Do you think he could identify with the commenters?

Now fast forward 20 years and go to a wine rating site like Wine Spectator.  How does that site help you define the 37 year-old you’ve become.

Peer pressure is something we don’t outgrow and the digital world gives us the opportunity for us to find it and marketers to use it.