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The Empowered Consumer
Succeeding in the digital age: the reign of consumers's choices ?
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Alex Bogusky: The Empowered Consumer - PSFK

Alex Bogusky: The Empowered Consumer - PSFK | The Empowered Consumer | Scoop.it
You are a consumer. And if that means buying any shiny object placed in your path, then it might be a dirty word.
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The Age Of Uprisings, Brand Movements, And Ad Backlashes

The Age Of Uprisings, Brand Movements, And Ad Backlashes | The Empowered Consumer | Scoop.it
Unless you’ve been on another planet the past few weeks, you already know the story of how Rush Limbaugh uttered some highly provocative remarks about a private citizen and paid for it by hemorrhaging advertisers.
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Meet Generation C: The Connected Customer

Meet Generation C: The Connected Customer | The Empowered Consumer | Scoop.it

Marketers, educators, parents… Everyone in the Generation X or Boomer demographic seems to be scratching their heads, trying to figure out Generation Y, aka the Millennials. After all, they are the first generation to seemingly possess digital prowess as part of their DNA. And they are the first generation to receive both a birth certificate and a social networking profile upon delivery into this world.

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The confident, connected consumer

The confident, connected consumer | The Empowered Consumer | Scoop.it

Just more than a year ago, AccessoryGeeks.com began sending marketing e-mails to consumers who had left items in the site’s online shopping cart. The e-mails contained coupons meant to push shoppers to buy cell phone, iPod and iPad accessories.

Then came the addition of more coupons and deals to the site’s home page, many located via clicking on the ‘Coupon’ and ‘Sales & Deals’ tabs. The retailer, analyzing its monthly sales and checkout stats, came to realize that its customers—some nursing recession-era habits—were more likely to complete a purchase when an offer was spiced up.

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Getting Value From the Stories Behind the Stuff

Getting Value From the Stories Behind the Stuff | The Empowered Consumer | Scoop.it

Ultimately, whether emerging technology lets people customize their own products or learn more about the designers and stories behind them, said Shellhammer, "The consumer feels empowered to make the choice."

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Engagement Defined: Scott Rogers Speaks

Engagement Defined: Scott Rogers Speaks | The Empowered Consumer | Scoop.it

By definition, to engage a customer involves capturing the customers attention first, which entails providing something of value to the customer that is worthy of their attention. It is human nature to be self-interested. My self-interest, as a company, is easy to understand - providing, you the customer, something of value - a product, service, information, experiences. etc. that will eventually facilitate an exchange of value - often monetary. My self-interest, as a customer, is to acquire the best solution (in my opinion, which can be influenced by you or friends or people like me that I trust), at the moment of decision-making, for the job to be done. The path I take, as a customer, is often circuitous, unconscious, irrational and emotional, but it is my path. Your job, as a company, is to understand my values, my wants, desires, likes, dislikes, to gain my attention and understand the value of your solution to my needs (and the impact of you have on me and my perception of you at every step along the journey).

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Lessons from Path and Pinterest: Tell users everything

Lessons from Path and Pinterest: Tell users everything | The Empowered Consumer | Scoop.it
Path and Pinterest are getting some significant backlash because of recent decisions that appeared to put their interests ahead of their users, and a lack of disclosure about that behavior.
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Comparison of 100 Top Companies on Social Business and Corporate Culture

Comparison of 100 Top Companies on Social Business and Corporate Culture | The Empowered Consumer | Scoop.it

That the cultural qualities that make a company “good” in the eyes of employees also make the company “good” and worthy of chatter in the eyes of external publics via social channels.

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McDonald’s discovers social media can backfire when people hate you

McDonald’s discovers social media can backfire when people hate you | The Empowered Consumer | Scoop.it

When McDonald’s tried to launch the #McDStories Twitter campaign, they clearly envisioned a bunch of fond memories from Big Mac lovers, interspersed with behind-the-scenes glimpses into the McDonald’s “food”-making process. (They kicked it off with a link to “some of the hard-working people dedicated to providing McDs with quality food every day.”) Unfortunately, they really, really misunderstood social media. Result: #McDStories was quickly overrun with the grossest, weirdest McDonald’s non-appreciation its non-fans could come up with

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For Brands, Twitter's Enhanced Profile Pages Make Every Tweet Count | Fast Company

For Brands, Twitter's Enhanced Profile Pages Make Every Tweet Count | Fast Company | The Empowered Consumer | Scoop.it
It’s still officially in velvet-rope mode, but Twitter’s enhanced profile pages are heavily in play for those brands among the first to sign up. So how are the early reviews?
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The Best and Worst Brand Makeovers of 2011

The Best and Worst Brand Makeovers of 2011 | The Empowered Consumer | Scoop.it
Find out the best and worst instances of brand makeovers in 2011, and what marketers can learn from these big companies in 2012.
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Understanding Viral Content Marketing [Infographic]

Understanding Viral Content Marketing [Infographic] | The Empowered Consumer | Scoop.it
On our blog, we have several times written about how to create a viral success.
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The New Strategic Edge: Tapping Your Customers’ Personal Passions

The New Strategic Edge: Tapping Your Customers’ Personal Passions | The Empowered Consumer | Scoop.it
People buy from people. In this choice-filled, transparent world, consumers engage by recommendation and relevance.
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Marketing in Revolutionary Times

Marketing in Revolutionary Times | The Empowered Consumer | Scoop.it

Something significant has changed in our global culture over the past couple of years. Blame it on global economic pressures, general restlessness, or the new hyper-connectivity that enables people to instantly organize around causes and hot-topics. It's probably some combination of all of these factors, but the net result is that we, as business leaders, are now dealing with a populace that is more socially engaged, more aware of what's going on in the world, and hungrier to get involved and be heard on various issues.

We know about the mini-uprisings in recent months against brands like Bank of America and the Susan Komen Foundation. And we might say, "Well, they made bad decisions." But in part, their mistake was not to realize that the world had changed around them. In this new world, their "customers" could easily become activists — either for or against them.

So how does a smart business respond in a time of heightened passions and greater activism?.

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The Power of the Social Consumer [INFOGRAPHIC]

The Power of the Social Consumer [INFOGRAPHIC] | The Empowered Consumer | Scoop.it
Social media makes it possible for dissatisfied customers to change the course of business, even at giant companies. Here are a few examples.
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How Nike's Marketing Revolution has resulted in a 40% reduction in TV and Print Advertising in the U.S.

How Nike's Marketing Revolution has resulted in a 40% reduction in TV and Print Advertising in the U.S. | The Empowered Consumer | Scoop.it

Nike CEO Mark Parker who not only has has the coolest CEO office in the corporate world, hasn’t even bought a pair of gym shoes since 6th grade. In recent Mark explains:“Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it,’ ” he says. “Connecting today is a dialogue.

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The Brands American Men And Women Desire Most

The Brands American Men And Women Desire Most | The Empowered Consumer | Scoop.it

"Consumers have relationships with brands, and the value of the relationships is that they provide context that either amplifies or diminishes everything, Singer says. “Think about it this way: If you have a really strong relationship with a technology brand, you are going to pay attention when they introduce new products. Everything they do, you see through a particular lens. Relationships literally change business.”


Via Strategy Plan One
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Why User Experience Is Critical To Customer Relationships

Why User Experience Is Critical To Customer Relationships | The Empowered Consumer | Scoop.it

With the explosion of social media and smart devices, customers are becoming incredibly sophisticated, elusive, and empowered. As a result, the dynamics that govern the relationship between brands and customers is evolving.
But even in this era of engagement and “two-way” conversations, the reality is that the relationship businesses hope to have with customers through these new devices, applications, or networks and their true state are not one in the same. In fact, it is woefully one-sided, and usually not to the advantage of customers, which for all intents and purposes still affects businesses.

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The Empowered Employee is Coming; Is The World Ready?

The Empowered Employee is Coming; Is The World Ready? | The Empowered Consumer | Scoop.it
One reason so many of us may have failed to notice the rise of the employee, while celebrating the connected consumer, is that she might be one and the same person. This miss has come at a cost to organizations today, but it’s certainly understandable. For the evolution of the empowered employee has not happened all at once. The connected consumer may have come first for good business reasons.
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Media Positive Planning

Media Positive Planning | The Empowered Consumer | Scoop.it

Interesting Presentation by Graeme Wood  on content strategy.


Brands have to go beyond campaigns and become content producers, to initiate a meaningful dialogue with their customers.

I don't believe automatisation will ever be a solution, as you will not create a new relationship using old mindset. You have to humanize your communication:

"the most important media are the one we curate ourselves"


Can't agree more...

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7 Ways Daring Brands Walk The Line | Fast Company

7 Ways Daring Brands Walk The Line | Fast Company | The Empowered Consumer | Scoop.it

we live in an Internet-exposed world that gives us all we want, raw and in real time, and we have an “I’ve seen it all before” attitude about everything. Yet companies are more cautious in this politically correct, overly litigious, and socially enabled environment. According to Trendwatching.com, consumers are “able to handle much more honest conversations, more daring innovations, more quirky flavors, more risqué experiences--these consumers increasingly appreciate brands that push the boundaries.” So companies had better figure out how to let their brands thrive in today’s world.

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Big Banks Struggle to Help Customers on Twitter

Big Banks Struggle to Help Customers on Twitter | The Empowered Consumer | Scoop.it

When possible, banks should answer questions directly on Twitter, the Javelin report advises. But bank representatives must educate customers that they will need to switch to a private, direct message, or perhaps to another mode of communication, like phoning a call center, if account information or other details are needed to address the issue — or, if the problem requires more than Twitter’s 140-character limit.

Banks, however, should make “reasonable efforts” to avoid forcing the customer to explain the problem over again. “Twitter,” the report says, “should be seen as a time saver, not an extra step in a conventional service channel.”

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Coconut Water Companies Sell Image, Not Taste : NPR

Coconut Water Companies Sell Image, Not Taste : NPR | The Empowered Consumer | Scoop.it

"Some of the brands are up 400 percent in one year," says Pirko. "Its a phenomenon."

It's not about the taste. For people who see soda as a sugary poison and fruit juices as loaded with calories, coconuts evoke glowing healthy people, according to Pirko.


So true. Why you consume a product vs. What do you buy... 

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