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Should brands fear or embrace the increasing levels of consumer power created by Web 2.0 developments?
August 20th, 2009 | 
Author: Blogs, social networks, forums… Consumers are being empowered by developments in what has come to be known as Web 2.0. Enhanced product knowledge and a greater ability to publish and organise have provided consumers with the tools required to voice their comments and criticisms to the masses. Should brands fear or embrace this emerging trend of consumer empowerment? Can it be exploited to the brand’s benefit, and if so, how?
I think brands should embrace this trend (fear won’t change anything in any case).
Yes, brands can use blogs, social networks, forums and whatever else comes along for their benefit – they can hire contributors, have their marketing people ‘lurk’ on the blogs, etc. to hear the talk, post questions, etc.
Hopefully they contain themselves to a reasonable degree so that consumers can retain some balance of power – I believe it’s good for business if consumers have some power in the relationship – it forces business to become better.
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I think brands should embrace this trend (fear won’t change anything in any case).
Yes, brands can use blogs, social networks, forums and whatever else comes along for their benefit – they can hire contributors, have their marketing people ‘lurk’ on the blogs, etc. to hear the talk, post questions, etc.
Hopefully they contain themselves to a reasonable degree so that consumers can retain some balance of power – I believe it’s good for business if consumers have some power in the relationship – it forces business to become better.
References :
http://www.more-for-small-business.com
‘Brands’ should leap in with both feet .. the ‘average’ moron in the street is still willing to pay ‘over the odds’ for the ‘latest fad’ …
The brands that managed to convince idiots that it was ‘Fashion’ to walk around with FCUK & NAFF across their chests – as opposed to Advertising (or poor spelling
) – really knew what they were doing …
Until consumers wake up and smell the rip-off, the more ‘publicity’ a brand can get the better … and exploiting the ‘ignorant youth’ via Web 2.0 is one of the best ways to get your over-priced branded rubbish adopted as a ‘trend’ there is ..
References :