Marketing to Changing Consumer Types
Consumers with passive and predictable habits are thinning and are being replaced with noisy, internet-savvy activists, who challenge everything from business approaches to product designs. Who are these new consumers? Two rising classes of customers are the “information omnivores” and the “socially minded customers”. The “information omnivores” are those customers who demand a say in everything from product design to aftermarket support while “socially minded customers” are those customers who will buy environmentally and ethically responsible products, and will most likely pay more for them.
Customer Potential
The rise of the “information omnivores and “socially minded customers” present both a threat and an opportunity for executives. These customers are noisy and unpredictable; however, they are willing to spend more money. Also, if they truly enjoy a product, they will most likely spread positive feedback on the internet. Targeting these new market segments might be one way to improve sales and growth for many companies.
Where is the Customer Loyalty?
Chief executives are accustomed to customer loyalty, but many customers today are complaining about customer service on blogs, sending suggestions for easier-to-use products by e-mail, and demanding the use of recyclable materials. What should a company do? Set up a customer blog.
Customer Blogs
Many companies have set up customer blogs to bring internet discussion of their products and services in-house. Customer blogs allow consumers to provide feedback and criticism, which has become a common practice over the internet. Customer blogs bring back control to the company. For instance, if a customer were to provide negative feedback or criticism, the company can spot the comment and respond accordingly right away.