• Consumer information:
Consumers can collect information in as much breadth and depth as they want about practically anything. They can access on-line encyclopaedia, dictionaries, medical information, movie ratings, consumer reports, newspapers, and other information sources in many languages from anywhere in the world. Personal connections and user-generated content thrive on social media such as Facebook, Flickr (photos),
Delicious (links), Digg (news stories), Wikipedia (encyclopaedia articles), and YouTube (video). Social networking sites—such as Dogster for dog lovers, TripAdvisor for ardenttravelers, and Moterus for bikers—bring together consumers with a common interest. At CarSpace.com auto enthusiasts talk about chrome rims, the latest BMW model, and where
to find a great local mechanic.
• Consumer participation:
Consumers have found an amplified voice to influence peer and public opinion. In recognition, companies are inviting them to participate in designing and even marketing offerings to heighten their sense of connection and ownership.
Consumers see their favourite companies as workshops from which they can draw out the
offerings they want.
• Consumer resistance:
Many customers today feel there are fewer real product differences, so they show less brand loyalty and become more price- and quality-sensitive in their search for value, and less tolerant about undesired marketing. A Yankelovich study found record levels of marketing resistance from consumers; a majority reported negative opinions about marketing and advertising and said they avoid products they feel are overmarketed
Consumers can collect information in as much breadth and depth as they want about practically anything. They can access on-line encyclopaedia, dictionaries, medical information, movie ratings, consumer reports, newspapers, and other information sources in many languages from anywhere in the world. Personal connections and user-generated content thrive on social media such as Facebook, Flickr (photos),
Delicious (links), Digg (news stories), Wikipedia (encyclopaedia articles), and YouTube (video). Social networking sites—such as Dogster for dog lovers, TripAdvisor for ardenttravelers, and Moterus for bikers—bring together consumers with a common interest. At CarSpace.com auto enthusiasts talk about chrome rims, the latest BMW model, and where
to find a great local mechanic.
• Consumer participation:
Consumers have found an amplified voice to influence peer and public opinion. In recognition, companies are inviting them to participate in designing and even marketing offerings to heighten their sense of connection and ownership.
Consumers see their favourite companies as workshops from which they can draw out the
offerings they want.
• Consumer resistance:
Many customers today feel there are fewer real product differences, so they show less brand loyalty and become more price- and quality-sensitive in their search for value, and less tolerant about undesired marketing. A Yankelovich study found record levels of marketing resistance from consumers; a majority reported negative opinions about marketing and advertising and said they avoid products they feel are overmarketed
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