Consumers want to talk, brands get listening

ExpoTV, the people that bring you videopinions - short unbiased consumer-made videos about their experiences with products, service and brands, have published a new study which shows that 55% of consumers want an ongoing dialogue with brands. The survey, which explores how direct consumer engagement creates brand advocacy, reveals that positive brand experiences can generate word-of-mouth buzz. More than 60% of those questioned said they would tell 10 or more people about the products they like, with a third telling more than 20 people.

Consumers' growing desire to share their experiences - good AND bad - with other consumers, and their appetite to converse directly with brands is growing, fast! This bodes well for Dub, as we work to bring position brands and consumers side-by-side, and turn these online conversations into meaningful, valuable transactions - innovation, advocacy and new relationships.

Time and again, Lego has been used as the benchmark in this area, through their development of the Mindstorm with their community of passionate collectors and budding engineers. From this new study, we see that nearly 50% stated that they would be interested in knowing what new products are coming out, and expressed a designer to share new ideas on new products and services.

The benefits to a brand of hosting an online community, and taking an active role in activities and discussions, is evident, and not just confined to research and marketing departments, but business-wide as it seeks to become truly consumer centric in its decision-making process.

Couple the willingness of the consumer to talk, with some easy-to-use tools, an ear or two, and an openness to share information and your brand will thrive.

Categories: Business, Co-creation.

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