the new consumers
DESCRIPTION
To build trust and confidence, brands need to maintain open channels of communication regarding what they believe in and how they are behaving.TRANSCRIPT
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CONSUMERS + PRODUCERS =
Ivelina Atanasova, 14 April 2011
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BIO
MEOnline marketing specialist | Blogger | Author
CONTACTS:
FACEBOOK | ivelina.atanasova TWITTER | IvAtanasovaEMAIL | [email protected]:// markbit.net | http://newtrend.bg
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Things have changed
PROACTIVE CONSUMER
PRODUCER CONSUMER
PROFESSIONAL CONSUMER
PROGRESSIVE CONSUMERTHAT IS MORE PROACTIVE,
PASSIONATE AND POWERFUL
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Shopping is no longer just about the product or service to be acquired.
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To build trust and confidence, brands need to maintain open channels of communication regarding what they believe in and how they are behaving.
Consumption Is More Multidimensional
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The New Consumers Are Looking for Support from Their Brand Partners
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People Feel Isolated and Crave Connections.
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Smart brands will promote and facilitate
interconnectivity between consumer and
brand,consumer and consumer, consumer and the broader community, consumer and
vital causes, andconsumer and the natural
world.
It is essential to help build connections that give
people asense of community and
shared purpose.
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PAST:
FIRST DECADE OF PROSUMERISM
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PROSUMERS?
• Prosumers pass it on. • The urge to pass on information and
opinions to others is the absolute defining core of Prosumerism.
• People consult Prosumers. • Prosumers don’t forgive and forget. • Prosumers consult widely, then
make up their own mind. They typically gather information widely for the material they need to decide on their own; they experiment even if they sometimes make mainstream conclusions.
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With the Internet, Prosumers have been able to find information faster and more widely than was possible in pre-digital days.
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Traditional media hasn’t gone away as a mass
phenomenon BUT social media and internet have become more present in the
everyday
lives of ordinary consumers and more visible than in the traditional media.
Social Media has increasingly been providing channels for
new types of influencers, who command attention not because they work for a brand and its
marketers, nor because they work for traditional media organizations, but because
they’ve built a reputation through their own efforts in their own name, one link at a time.
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PRESENT:
CHANGING CHANNELS OF INFLUENCE
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Serious news organizations now routinely feature interviews and opinions from people whom they describe simply as
bloggers.
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FUTURE:
THE SECOND DECADE OF PROSUMERISM
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They are more influential,
more engaged, and more digitally
savvy consumers than the
majority who seek out new brands and
experiences.
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•Like Momentum 2.0 and Decipher, Prosumer is a future-focused tool
•15-25% of men and women who make and break markets— in every category and geography
•Leading edge consumers who help us understand what’s next
•Predict what will people, like, feel, buy in the next 6-18 months.
% consumers
15–25% prosumers
6–18 months
Source: Euro RSCG Worldwide Prosumer Studies, 2002–2009
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Let’s Be Clear…
• We are not interested in targeting a niche—even a large one
• We track Prosumers in order to anticipate the direction in which the bulk of consumers will soon move
• Prosumer is a tool that can easily be used in conjunction with client research tools, focus groups, and online surveys
• No matter what size the group, the algorithm allows us to identify the Prosumers within it
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INDEPEDENCE
EARLY ADOPTION
INFLUENCE
TRUST
BRAND ENGAGEMENT
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The five Prosumer types
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UTILITARIAN
“getting things done efficiently and effectively,
which means at a reasonable cost.”
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ENTERTAINER
“I share online content that I find
entertaining and humorous”
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ADVOCATE
“I usesocial media to change the
world for thebetter.”
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CO-CREATOR
“They use social media to convey their thoughts and
Opinions.”
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COMPETITOR
“They use social media to convey their thoughts and
Opinions.”
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DAILY DIGITAL NEWS AND TRENDS!
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THANK YOU!MEOnline marketing specialist | Blogger | Author
CONTACTS:
FACEBOOK | ivelina.atanasova TWITTER | IvAtanasovaEMAIL | [email protected]:// markbit.net | http://newtrend.bg
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PHOTOS• http://www.flickr.com/photos/arjunpurky/2599914319/lightbox/• http://www.flickr.com/photos/aaroncoyle/1123931219/lightbox/• http://www.flickr.com/photos/beija-flor/89058565/lightbox/• http://www.flickr.com/photos/15170204@N04/2918163858/• http://www.flickr.com/photos/25444680@N06/4311971829/• http://www.flickr.com/photos/30359936@N08/4574408301/• http://www.flickr.com/photos/40962351@N00/1601262977/• http://www.flickr.com/photos/beija-flor/275801028/in/photostream/• http://www.flickr.com/photos/evandellphotography/5406033713/in/photostream/• http://www.flickr.com/photos/74379771@N00/164342516/• http://www.flickr.com/photos/22646823@N08/3019043168/
SOURCEProsumer Reports; The Second decade of Prosumerism {Euro RSCG Worldwide}