Comments on: Are consumers really in control? http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/ "All the marketing hype that's fit to print" Sat, 06 Mar 2010 23:19:24 -0600 http://wordpress.org/?v=2.8.6 hourly 1 By: The Social Media Brand Shakeup - Scatter/Gather: a Razorfish blog about content strategy, pop culture and human behavior http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-8001 The Social Media Brand Shakeup - Scatter/Gather: a Razorfish blog about content strategy, pop culture and human behavior Wed, 16 Sep 2009 16:31:12 +0000 http://www.superhypeblog.com/?p=1882#comment-8001 [...] Abbreviated version of this blog post here. [...] [...] Abbreviated version of this blog post here. [...]

]]> By: David Deal http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7990 David Deal Wed, 02 Sep 2009 19:15:56 +0000 http://www.superhypeblog.com/?p=1882#comment-7990 Thank you, Steve and Mike, for your comments. "Influence" is a good word, Steve. We consumers want to be respected and heard even if (or perhaps especially if) we choose not to purchase a product or service, and neither can happen without our exerting influence. (Incidentally, on a related note, it would be interesting to compare consumer influence pre- and post-internet. In the 1960s, consumers lacked the internet, but we had crusadors like Ralph Nader to rally around. In the digital age, it feels like that influence has become atomized among many voices.) Mike, you raise good points. You mention that brand loyalty is eroding as commoditization levels the playing field. But brands, not consumers, are the cause for the commoditization. If brands did a better job differentiating, commoditization would not level the playing field. In other words, the issue of commoditization comes down to brand competence, not consumer control. You're also right that if consumers stop spending, the economy is brought to its knees. But if brands stop producing products and services we care about at the right time and place, the same is true. I agree that the balance of power has shifted to consumers. But I question the notion that consumers are "in control." Thank you, Steve and Mike, for your comments. “Influence” is a good word, Steve. We consumers want to be respected and heard even if (or perhaps especially if) we choose not to purchase a product or service, and neither can happen without our exerting influence. (Incidentally, on a related note, it would be interesting to compare consumer influence pre- and post-internet. In the 1960s, consumers lacked the internet, but we had crusadors like Ralph Nader to rally around. In the digital age, it feels like that influence has become atomized among many voices.) Mike, you raise good points. You mention that brand loyalty is eroding as commoditization levels the playing field. But brands, not consumers, are the cause for the commoditization. If brands did a better job differentiating, commoditization would not level the playing field. In other words, the issue of commoditization comes down to brand competence, not consumer control. You’re also right that if consumers stop spending, the economy is brought to its knees. But if brands stop producing products and services we care about at the right time and place, the same is true. I agree that the balance of power has shifted to consumers. But I question the notion that consumers are “in control.”

]]> By: Mike Nelson http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7988 Mike Nelson Wed, 02 Sep 2009 16:55:36 +0000 http://www.superhypeblog.com/?p=1882#comment-7988 The consumer public stops spending and the economy is brought to its knees; there is excess capacity in almost every product/service category and the leverage has clearly shifted from the seller to the buyer -- it seems pretty obvious the consumer is empowered and in control. Are customers pushing brands away? No, they are not embracing them like the used to. Multiple research studies show that brand loyalty is eroding as commoditization c continues to level the playing field. This argument is weak, coming from a narrow perspective colored by digital media -- not competence in marketing. The consumer public stops spending and the economy is brought to its knees; there is excess capacity in almost every product/service category and the leverage has clearly shifted from the seller to the buyer — it seems pretty obvious the consumer is empowered and in control. Are customers pushing brands away? No, they are not embracing them like the used to. Multiple research studies show that brand loyalty is eroding as commoditization c continues to level the playing field. This argument is weak, coming from a narrow perspective colored by digital media — not competence in marketing.

]]> By: Steve Furman http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7985 Steve Furman Wed, 02 Sep 2009 02:05:44 +0000 http://www.superhypeblog.com/?p=1882#comment-7985 David, You are a busy guy on your blog lately. Well done. I'll toss something out there on this one. It's not control or a relationship consumers crave, it's influence. Dave Carroll is a talented musician. Most of us can't write a catchy song and are particularly melodic, so he is an edge case. If his video and song was poorly done, it wouldn't have had any influence at all. Consumers want to be heard and respected and acknowledged. Now arguably one could say that's a relationship, but without the exchange of money for goods or services there is not even a hint of connection. Steve David,

You are a busy guy on your blog lately. Well done.

I’ll toss something out there on this one. It’s not control or a relationship consumers crave, it’s influence. Dave Carroll is a talented musician. Most of us can’t write a catchy song and are particularly melodic, so he is an edge case. If his video and song was poorly done, it wouldn’t have had any influence at all.

Consumers want to be heard and respected and acknowledged. Now arguably one could say that’s a relationship, but without the exchange of money for goods or services there is not even a hint of connection.

Steve

]]> By: David Deal http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7981 David Deal Tue, 01 Sep 2009 19:03:24 +0000 http://www.superhypeblog.com/?p=1882#comment-7981 Correction: the input from @digitalinfant came from Johnathan Bonnell (not Jason) Correction: the input from @digitalinfant came from Johnathan Bonnell (not Jason)

]]> By: David Deal http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7980 David Deal Tue, 01 Sep 2009 19:00:42 +0000 http://www.superhypeblog.com/?p=1882#comment-7980 Thank you, Jason and Lisa, for your thoughtful replies! Lisa, this blog post was influenced in part by a conversation you and I had at the Forrester Marketing Forum in April. I remember you asking me: if consumers are so eager to seize control and ignore the brand, then why do consumers get so disappointed when they feel like brands ignore them? You and I discussed how consumers do not want to ignore brands; to the contrary, we often just want a stronger voice with brands. Jason, thank you for linking to your blog post. I agree with you that "sharing" ownership is a better choice of words than "ceding control." It's often been said successful leaders know how to share power rather than hog it -- this can be true of successful brands, too, as you demonstrate in your blog. In addition to the examples you cite, Threadless in Chicago is justly famous for collaboration with consumers in the creation of the T-shirts it sells. On the other hand, there are times when companies need to lead the way by introducing new products and services that consumers haven't necessarily imagined. I think Apple did just that with the iPhone. It's an interesting balance especially for companies in the fields of technology and media/entertainment: finding a way to share power with consumers such that the brand is relevant to consumers' needs today while staying ahead of the curve, too. Thank you, Jason and Lisa, for your thoughtful replies! Lisa, this blog post was influenced in part by a conversation you and I had at the Forrester Marketing Forum in April. I remember you asking me: if consumers are so eager to seize control and ignore the brand, then why do consumers get so disappointed when they feel like brands ignore them? You and I discussed how consumers do not want to ignore brands; to the contrary, we often just want a stronger voice with brands. Jason, thank you for linking to your blog post. I agree with you that “sharing” ownership is a better choice of words than “ceding control.” It’s often been said successful leaders know how to share power rather than hog it — this can be true of successful brands, too, as you demonstrate in your blog. In addition to the examples you cite, Threadless in Chicago is justly famous for collaboration with consumers in the creation of the T-shirts it sells. On the other hand, there are times when companies need to lead the way by introducing new products and services that consumers haven’t necessarily imagined. I think Apple did just that with the iPhone. It’s an interesting balance especially for companies in the fields of technology and media/entertainment: finding a way to share power with consumers such that the brand is relevant to consumers’ needs today while staying ahead of the curve, too.

]]> By: Lisa Bradner http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7978 Lisa Bradner Tue, 01 Sep 2009 15:16:40 +0000 http://www.superhypeblog.com/?p=1882#comment-7978 David, you are so right on so many levels. Most of us have more control (and responsibility)than we want from figuring out how to invest our 401ks to deciding how healthy we intend to be in the following year before choosing a health plan. We don't want control, we want a voice and yes entertainment, and fun, and a chance to be surprised and delighted. So many of our clients fear the social web because they feel it can only point out their flaws but the opportunity for companies to humanize themselves, to make themselves accessible, humble and therefore forgivable is even greater. David Carroll's video sticks for the same reason the comcast repairman stuck--it resonates for most of us with the experience we had with the brand. If we watched it and said, "Gee, United's always been great to me and my luggage" we wouldn't laugh and we sure wouldn't pass it along. Instead we watch and say, "I'm not alone!" If you want to fight the phenomenon, take on the root cause. Comcast may not be perfect but frank@comcastcares and a bunch of other employees have sure brought down the ambient level of bashing. I've never been a fan of "the consumer is in control' both for the reasons you stated and because it somehow implies that before the rise of the social web they had no control at all. Thank you for pointing out the nuances and the opportunity for marketers to shine. David, you are so right on so many levels. Most of us have more control (and responsibility)than we want from figuring out how to invest our 401ks to deciding how healthy we intend to be in the following year before choosing a health plan. We don’t want control, we want a voice and yes entertainment, and fun, and a chance to be surprised and delighted.

So many of our clients fear the social web because they feel it can only point out their flaws but the opportunity for companies to humanize themselves, to make themselves accessible, humble and therefore forgivable is even greater.

David Carroll’s video sticks for the same reason the comcast repairman stuck–it resonates for most of us with the experience we had with the brand. If we watched it and said, “Gee, United’s always been great to me and my luggage” we wouldn’t laugh and we sure wouldn’t pass it along. Instead we watch and say, “I’m not alone!” If you want to fight the phenomenon, take on the root cause. Comcast may not be perfect but frank@comcastcares and a bunch of other employees have sure brought down the ambient level of bashing.

I’ve never been a fan of “the consumer is in control’ both for the reasons you stated and because it somehow implies that before the rise of the social web they had no control at all. Thank you for pointing out the nuances and the opportunity for marketers to shine.

]]> By: Twitter Trackbacks for Superhype » Blog Archive » Are consumers really in control? [superhypeblog.com] on Topsy.com http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7977 Twitter Trackbacks for Superhype » Blog Archive » Are consumers really in control? [superhypeblog.com] on Topsy.com Tue, 01 Sep 2009 13:53:07 +0000 http://www.superhypeblog.com/?p=1882#comment-7977 [...] Superhype » Blog Archive » Are consumers really in control? www.superhypeblog.com/2009/09/01/are-consumers-really-in-control – view page – cached A musician named Dave Carroll becomes a YouTube sensation by singing about how United Airlines broke his guitar. The Whole Foods brand suffers a blow amid a consumer boycott fueled by social media. Just the usual signs that consumers are in control, right? — From the page [...] [...] Superhype » Blog Archive » Are consumers really in control? http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control – view page – cached A musician named Dave Carroll becomes a YouTube sensation by singing about how United Airlines broke his guitar. The Whole Foods brand suffers a blow amid a consumer boycott fueled by social media. Just the usual signs that consumers are in control, right? — From the page [...]

]]> By: @digitalinfant http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7976 @digitalinfant Tue, 01 Sep 2009 13:23:14 +0000 http://www.superhypeblog.com/?p=1882#comment-7976 You make a good point, the post is well written, and I think highlighting the focus on empowerment over control makes sense. I think most marketers today, and especially those in product development should be asking "what are we empowering consumers to do with our product, our brand and the experience?". I think when we enter into more frequent forms of consumer empowerment, we don't "cede" control, but actually share some of it in the form of ownership. Apple controls final say on the apps, but a small form of ownership is shared with the developer who creates one to be listed in the store. P&G's connect & develop controls the final product, but the initial innovation (and some form of small ownership) comes from the outside. @jted and I put together some initial thoughts on this http://jasontheodor.com/2009/08/21/from-chasm-to-convergence/ (ignore the google wave in the diagram). What are your thoughts David. Could empowerment lead to a small sharing of control/ownership with the consumer? You make a good point, the post is well written, and I think highlighting the focus on empowerment over control makes sense. I think most marketers today, and especially those in product development should be asking “what are we empowering consumers to do with our product, our brand and the experience?”. I think when we enter into more frequent forms of consumer empowerment, we don’t “cede” control, but actually share some of it in the form of ownership. Apple controls final say on the apps, but a small form of ownership is shared with the developer who creates one to be listed in the store. P&G’s connect & develop controls the final product, but the initial innovation (and some form of small ownership) comes from the outside. @jted and I put together some initial thoughts on this http://jasontheodor.com/2009/08/21/from-chasm-to-convergence/ (ignore the google wave in the diagram). What are your thoughts David. Could empowerment lead to a small sharing of control/ownership with the consumer?

]]> By: Twitted by pauliecee http://www.superhypeblog.com/2009/09/01/are-consumers-really-in-control/comment-page-1/#comment-7975 Twitted by pauliecee Tue, 01 Sep 2009 13:21:40 +0000 http://www.superhypeblog.com/?p=1882#comment-7975 [...] This post was Twitted by pauliecee [...] [...] This post was Twitted by pauliecee [...]

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