Publications – newspapers, magazines, journals -> Radio and television -> Billboards -> Telephones -> Postal Service -> Face to face
New consumer : The 20th Century developed a world culture of hypersonsumerism. -Shopping became less about necessities than entertainment, status. -Accumulation rose to a level never seen before. -In US people need to rend storage house to store their unuseful stuff
In the emerging culture of mindful consumption, people want to feel good about their purchase decisions . The most successful brands will help consumers make the “right” choices by giving them practical and emotional incentives to do so . “Doing good” should feel good.
Alvin Toffler coined the term “Prosumers” in his 1980 book The Third Wave .
Prosumers typically make up about 15-20% of any group, and our research shows that what prosumers think now, other consumers will think anywhere from 6 to 18 months down the road; prosumers are ahead of the curve in their attitudes and behavior.
getting things done efficiently and effectively, which means at a reasonable cost. They regard social media as a tool that helps them achieve specific ends; social media gives them tangible benefits in terms of the amount of time, money, and effort they spend on understanding what they need to do, identifying the best way of doing it, and finding where to get what they want at the best price; “recommend a friend,” “bring along a buddy - just 12% of consumers!!!
where to find jokes and the latest funny clips – 29% of the consumers. opened up by interactive and social technologies: words, pictures, moving images, graphics, sounds = Evian’s “Rollerbabies” TV
19% - strong sense of what’s right and what’s wrong; Advocates are closest in their aims to marketing and PR professionals. They regard social media as a means to spread key ideas and messages, as shown by their high levels of agreement with the statement. They had plenty to say; both the volume of their comments, and the content, clearly illustrate distinctive Advocate attributes. They get fired up by big causes
19% - In the offline world of face-to-face interactions, they’re often introverted and shy, but online they can express and develop a more expansive side. Brands can earn the support of Co-Creators by connecting with them personally and by helping them connect with others - by personalizing and customizing products.
21% - the most egocentric - I’m the first to share the latest, most up-to-date online content.” what a brand can do for them and their desire to stand out above the crowd – they expect brands to compete with each other. They are motivated by status, but not necessarily by the status of money; it might be the status of being smarter or more adventurous or more up-to-date or more discerning. There are many ways to compete.
Things have changed <ul><li>The brand, consumer and cultural landscapes have evolved massively, resulting in a shifting definition of Prosumers: </li></ul>Proactive consumer Producer consumer Professional consumer Progressive consumer that is more proactive, passionate and powerful
Shopping is no longer just about the product or service to be acquired. Instead, today’s more mindful consumers view the purchase in light of multiple other considerations, including who makes it and whether the company is having a positive or negative impact on the broader world. 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
The New Consumers Are Looking for Support from Their Brand Partners
Smart brands will promote and facilitate interconnectivity between consumer and brand, consumer and consumer, consumer and the broader community, consumer and vital causes, and consumer and the natural world. It is essential to help build connections that give people a sense of community and shared purpose.
<ul><li>PROSUMERS? </li></ul><ul><li>Prosumers pass it on . </li></ul><ul><li>The urge to pass on information and opinions to others is the absolute defining core of Prosumerism. No wonder Prosumers become hubs of information and opinions. </li></ul><ul><li>People consult Prosumers. They are much more likely than average consumers to be consulted for tips and recommendations. </li></ul><ul><li>Prosumers don’t forgive and forget . Nobody likes a poor product or service experience, but Prosumers dislike them more than most. </li></ul><ul><li>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. </li></ul>
With the Internet, Prosumers have been able to find information faster and more widely than was possible in pre-digital days.
<ul><li>Traditional media hasn’t gone away as a mass phenomenon BUT social media and internet have become more present in the everyday </li></ul><ul><li>lives of ordinary consumers and more visible </li></ul><ul><li>than in the traditional media. </li></ul><ul><li>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 </li></ul><ul><li>they’ve built a reputation through their own efforts in their own name, one link at a time. </li></ul>
<ul><li>Like Momentum 2.0 and Decipher, Prosumer is a future-focused tool </li></ul><ul><li>15-25% of men and women who make and break markets— in every category and geography </li></ul><ul><li>Leading edge consumers who help us understand what’s next </li></ul><ul><li>Predict what will people, like, feel, buy in the next 6-18 months . </li></ul>% consumers 15–25% 6–18 months PROSUMERS Източник : Euro RSCG Worldwide Prosumer Studies , 2002–2009
Let’s Be Clear… <ul><li>We are not interested in targeting a niche—even a large one </li></ul><ul><li>We track Prosumers in order to anticipate the direction in which the bulk of consumers will soon move </li></ul><ul><li>Prosumer is a tool that can easily be used in conjunction with client research tools, focus groups, and online surveys </li></ul><ul><li>No matter what size the group, the algorithm allows us to identify the Prosumers within it </li></ul>
INDEPEDENCE EARLY ADOPTION INFLUENCE TRUST BRAND ENGAGEMENT