CONSUMERS ARE BECOMING CULTIVATORS THEMSELVES.
Facebook, Pinterest and Twitter are all tools that consumers use on a daily basis to share their experiences (LIVING THE LIVE), products they purchase and brands they love. Consumers are becoming curators- compiling, sharing, and recommending content to friends and followers worldwide. Social technologies are empowering consumers to share information with others online rather than simply hearing what brands want them to hear. Shoppers are able to share what they intend to buy, show signs of approval by ‘liking’ or re-tweeting and take part in constructive online conversations about products/brands. At the same time, brands are now more than ever able to see, interpret and fulfill these wants and intentions. Consumers like to share valuable, interesting, relevant useful information to express their identities, support brands and help others. How they’re doing it is now more prevalent than ever before.
Launched in December 2012, Mine is a free app that allows you to share your most recent purchases, making you a virtual tastemaker. Consumers can allow the mobile app to access Zappos, Amazon, iTunes, etc. account history. In doing so, the purchases they choose are displayed in their feed. Mine lets users follow one another, make comments, “like” purchases and display a feed of your own purchases (accompanied by a link) to your followers. This is great app that your significant other or family can follow and use to find gift ideas.
Going to an art museum can be a relaxing experience. But what if you wanted to learn more about the painting or piece of art that you admire? Generally, in most museums, there is only a small plaque next to each painting. In January 2013, the Cleveland Museum of Art released an app that solved that problem. It’s called ArtLens. This iPad app uses image recognition to scan artwork displaying the ArtLens logo, giving users access to audio and video content. Plus, it allows you to share your favorite artworks on Facebook and Twitter. ArtLens users can even plan their route through the museum or follow routes of previous users.
When consumers are given the opportunity to engage with brands, whether it’s content they want to share, participating in ‚Äòcustomer-made’ (when brands tap creative consumers to create new products, services and experiences) marketing campaigns or the opportunity to seed ideas and comments across the web, the outcome can be greater than expected. A brand’s most effective marketing department is their customers. Brands: Deliver exceptional services, memorable experiences and grateful customers will promote your brand themselves!
Evidence of this Trend:
Zillow Digs: Launched in February 2013, both a online web page and a mobile app which allows consumers to share and create interior design inspirations- very similar to how consumers share on Pinterest. Read more here.
Topshop: Future of fashion shows? In February of 2013, Topshop’s¬† fall/winter fashion show was broadcast in real-time through the brand’s website, Google+ and their YouTube channel, as well as their flagship store in London.