2012: The Year of the Consumer

Thanks to an increased number of social media platforms, consumers have more opportunities than ever before to voice their opinions, views and feedback, which is dramatically affecting business models. Where brands once talked and consumers listened, the opposite is now true, and brands have come to expect that their marketing strategy or product development plans are dramatically shaped and determined by the needs and desires of the consumer.

What’s more, consumers have also come to expect and demand a voice from the brands they interact with. Companies therefore need to be open to consumer dialogue and present multiple platforms to support this. Never before have brands been so focused on the consumer need, and they must aim to engage consumers through a path to participation, allowing them to be valued and heard. Brands must show consumers that they strive to make positive actions from feedback, even if it is negative. Negative feedback is an opportunity for brands, not a nuisance.