Consumer 2.0 - The New Rules of Consumer Engagement?

Rarely do I find information that makes me sit back and realize, we’re not in Kansas anymore. I know I’m probably going to date myself, but does anyone even remember a time before Google and it’s untimely slap. I remember a time when email conversion was the only thing you looked at. When metadata was king and really good content was hard to find. Now… we’ve gone from simple, template websites to fully dynamic, intelligent mega-commerce systems. We see more and more people making obscene amounts of money, rather than a few conglomerates. It’s just crazy… We’ve definitely hit an era where major online population shifts are quickly happening.

Consumers are definitely more savvy, and there seems to be an entire “generation” within the online population that steps to a completely different beat than everyone else…

These are just some of the thoughts I had after reading Consumer 2.0 - 5 Rules to Engaging a New Breed of Customer by Mr. Youth and RepNation Media (which I found in my daily blog reading, at Online Spin). Not very sexy, but a whitepaper that definitely takes a good look at what it’s going to take to grab a chunk of the new breed of customer that is coming out.

And why would you want to grab a chunk of that online population?

Hands down, they are the highest spending group of consumers online. Not only that, they are easier to target and reach by the very nature of their favorite, daily online activities. (This is certainly not to say, they are easier to sell to, make no mistake this is a smart bunch)

The Diva team has been immersed in the new media marketing wave, since its dinosaur days of MySpace being the best thing since sliced bread. For those of you still green to the whole idea of new media marketing — we can vouch, there’s a new paradigm shift — understanding it can and will determine your level of success.

Ten years ago, even just 2 years ago - the marketer, ad agency, and online producers controlled the selling environment. They controlled the message, the brand, the image, the content, the flow of content… and consumers reacted. Today, as noted in Consumer 2.0 — things are very different my friends — the consumer is empowered, savvy, and discerning… “A consumer who has grown up with brand new perspectives and redefined the interplay of communications, relationships, brands, technology and media. This is Consumer 2.0.” (I couldn’t have said it better myself).

It’s not that the technology hasn’t been there; because really, it has been there. It’s a new convergence of the technology that enables a dynamic communication capability for marketers and others — like never before. The caveat? The consumer controls the flow of that communication. Understanding this shift is important for anyone looking to really succeed online. This goes for solo-professionals, small businesses, corporations, and other online entrepreneurs.

So, what’s the deal with this Consumer 2.0 thing. What affect will it have on me? The Consumer 2.0 report highlights five very good rules to always keep in mind, when dealing online:

• “Authenticity Trumps Celebrity - Consumer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements;
• Niche is the New Norm - Consumers 2.0 do not form a mass market. They relish in choices and look for products and services that speak to them personally;
• Bite-Size Comunication s Dominate - Consumer 2.0 digests short, personal and highly relevant messaging in bulk while growing increasingly adept at blocking out noise;
• Personal Utility Drives Adoption - Consumer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs; and
• Consumers Own Brands - Consumer 2.0 will speak about, repurpose and associate with your brand as they see fit.”

Yes, much of the Consumer 2.0 report highlighted a wide age range that doesn’t seem feasible for most professionals and other audiences. The Diva Team begs to differ. Seriously. If you don’t see the shift amongst all consumers, you need to get glasses.

This is what the Diva Team pulls out from the new rules listed:

• #1 create your own domain, online identity. You simply can’t and won’t be able to fake it for too long. The biggest shift we’ve seen in consumers and online audiences is the fact that you have to position yourself with an authentic brand, marketing message, and presence — one that is all your own. Yes, online gurus are cool. Yes, you can learn a lot. But, be careful you’re not duplicating too much. Authenticity and differentiation becomes more important as we progress along this continuum shift.
• #2 don’t just shove the same ole’ crap down your audiences face. How many times have any of us been opted in for more than one list, to receive the same in-your-face offer from every list we’re opted into. It’s like the Stepford Wives or something. Online entrepreneurs listen up, find your passion, then speak to your audience personally through your marketing message.
• #3 don’t think you’re going to make it in the new economy online if you won’t grasp new media as a major means for communicating to your audience. Period. Unless you already are in the new media wave, you’ll likely have to change your entire marketing message delivery system. From super-scrolling sales letters to the Twitter pitch in 140 characters or less. From long, cheesy emails to value-packed content delivering true value to your audience.  Get your short, sweet, and personalized marketing message  out there, from all angles.
• #4 offer true value and utility for your online audience.  Period.
• #5 expect consumer brand-engagement.  In other words, manage your online brand and online reputation constantly.  Be a part of the community of voices speaking about you.  You’re just going to have to engage at a deeper level, in their respective space, under their terms.  This means expanding your marketing and branding plan beyond what you’d ever thought useful.

It’s very important to keep all this in perspective.  To remember, yes, there are still who enjoy significant success using the old-hat tricks and directly-down-your-throat marketing tactics — but for one, solopreneur, get a head of the curve and tap into markets that will only continue to grow as new media progresses.

What can you do?

Re-evaluate your audience a little.  Where are you likely to find them in the new media game?  Do they read blogs?  Will they Twitter?  Are they on Facebook?  What are the chances they are podcast capable?  Are there still parts of new media that could benefit your ability to leverage and expand your reach?  Are you using the wrong new media?  Are you missing new media marketing opportunities that could bring in quality traffic?  Are there any new media possibilities that can contribute to your online visibility and branding?

Listen, just pay attention to what works for you and your audience - not the audience of Joe Blow the marketing guru — because guess what life coach, chances are they are not entirely the same audience

Here’s to the new breed of consumer, bring ‘em on!

To Your Online Success,

Maria Reyes-McDavis

New Media Marketing Expert

All references made in this post, refer to “Consumer 2.0:  5 Rules to Engaging a New Breed of Consumer” written by Mr. Rush and RepNation Media.  Great white paper - definitely suggest you read it, especially solopreneurs and other online entrepreneurs who really need to grasp what’s going on online.

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