Now that everyone has a mobile in their pocket and is always connected to the network and social networks, giving their opinion is easier than ever and talking about the things that are being consumed is easier than it ever was. Consumers have become commentators and everything brands do in material for a tweet, a complaint on Facebook or a comment on the specialized website of the moment. Companies are increasingly dependent on what consumers think and increasingly driven by what consumers say, do and feel, as an Influitive study shows how consumers are changing the epicenter of marketing.

Brands are beginning to give more and more importance to what consumers think and what they do. According to the data collected in the Influitive study, 60% of business leaders put consumer engagement on the list of their priorities and 84% of brand managers consider that consumer engagement in the future it will become more important than productivity in generating growth.

The data is explained for several reasons. The first is in what the consumers themselves do. Consumers engaged with brands spend more money on its products and stay with it longer. The second is in the effects that these consumers have on others. These consumers not only spend more but also have a direct effect on what other consumers do. The more linked consumers are to a brand, the more they recommend it and the more they talk about it. In a market where consumers have become one of the main prescribers, this is increasingly important.

And the thing is that things have changed and they have done it a lot, especially on the point of how to reach the consumer. In the past, the strategy of brands was different. The campaigns were the key element to reach the consumer (or, as the study points out, “the campaigns were king”), since they allowed to connect with consumers and send them the messages they wanted to share in a massive way.

To that we had to add that the salespeople were the ones who really controlled what was happening and what was being done. They were the ones who marked the message and who decided how it reached consumers. The way in Taiwan Phone Number List which consumers interacted was also something closed and limited, something that was marked by what the brands imposed. Consumers interacted with brands wherever they decided they should interact, and they did so in a way that the brand controlled at all times.

In the present everything is much further away from these points than it was in the past and now brands depend more than ever on the consumers themselves. As they explain in the study, from an environment in which the brand controlled everything and in which it could mark practically everything that was done, it has gone to one in which in reality the brand does not have that much power and in which now she has become the one who depends on the power of others. Power is now in the hands of consumers, who are the ones who generate critical content, who interact with brands and who decide who to pay attention to or not.

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