Largely from the adoption of social media consumers today have more access, choice, involvement and ownership. Here is a short breakdown on this evolution of the consumer:
Consumers have more access to each other and so more opinions than ever before. Today there are no gatekeepers. This opens up endless opportunities for communication practitioners, our messages are no longer screened from traditional gatekeepers.
Consumers have more choice, today at 2am in the morning you can order our favourite brand of the most random product from another country. With more choice available to consumers we need to carefully decide where we spend our marketing and communications budget.
Consumers have more involvement with brands than ever before. Today we engage with brands on a personal level, such as interacting with our favourite brand on our Facebook profile. Marketers have to ask themselves how they are going to build lasting relationships with customers.
Consumers have more ownership, we are now all authors of our own publications from our Facebook status updates to a really well read personal blog. Communicators have to know how to measure and predict behaviour and know how to provide consumers with unique experiences.
