Wednesday, October 7, 2009

Democratic Consumerism – The Offspring of Social Media

We live in an age of ‘democratic consumerism’ – and brands that continue operating a dictatorship are headed for a fall…

I guarantee that if you ask any traditional marketer their opinion on social media, they’ll claim it’s the preserve of young twenty-somethings who get away with gadding about on Twitter all day, all the while claiming that it’s ‘social brand research’. Incredibly, social media still has many doubters – yet a phrase coined by the management at Walmart-owned Asda looks set to dispel the myth once and for all.

Asda’s president and chief executive, Andy Bond, has been talking in this week’s Marketing magazine about ‘democratic consumerism’, which businesses are being forced to adapt to as a ‘direct result of the digital explosion and the trust vacuum’. Not only is this a wonderful phrase; it also sums up the point that continues to elude the grasp of many marketing professionals; consumers now have more of a say in brand direction than ever before.

This fundamental shift in consumer power can be largely attributed to social media and Web 2.0 – if not wholly. Consumers are now the ones conducting marketing activity – not the other way round. A direct marketing piece may sit on the doorstep and quickly find its way to the recycling bin. A social media discussion is a living, breathing, ongoing discussion about your brand – good or bad – that can gain momentum by the hour.

Companies have two options here: they can either bury their heads in the sand and continue spoon-feeding one-way communications to an audience that doesn’t care. Or, they can join the conversations happening in the social media sphere and start building a living, symbiotic brand relationship which, let’s face it, provides infinitely more value and insight than direct mail.

Democracy is the system that grants everyone their right to opinion, representation and rights – and as far as marketers are concerned, their consumer constituents are exercising their democratic rights in social media forums. Andy Bond rightly suggests that we live in an age of democratic consumerism – and brands that continue operating a dictatorship are headed for a fall.

8 comments:

  1. I predict it will change the face of Marketing forever. We will look back on what we used to do and say 'Do you remember when we used to send out all those emails??!! HA ha ha ha ha how stupid were we!'

    ReplyDelete
  2. Howdy, Might I copy your own picture and implement it on my own blog? top smm panel

    ReplyDelete
  3. Good site! I really love how it is simple on my eyes and the data are well written. I am wondering how I might be notified when a new post has been made. I’ve subscribed to your RSS which must do the trick! Have a great day! smm providers

    ReplyDelete
  4. Howdy just wanted to give you a quick heads up. The words in your content seem to be running off the screen in Safari. I’m not sure if this is a format issue or something to do with browser compatibility but I figured I’d post to let you know. The layout look great though! Hope you get the issue resolved soon. Kudos smm providers

    ReplyDelete
  5. nick website content. I bookmarked it to my bookmark site list and will also be checking back soon. buy‌ ‌Instagram‌ ‌likes

    ReplyDelete
  6. I really appreciate this post. I have been looking everywhere for this! Thank goodness I found it on Bing. You’ve made my day! Thx again TikTok Reseller Panel

    ReplyDelete
  7. I got what you intend, thanks for putting up. Woh I am glad to find this website through google. famoid.com IG followers

    ReplyDelete
  8. Hello, I read Your Article. This is very Helpful for me. Thanks. Please try
    smm panel

    ReplyDelete