#consumer values

[timestechnow]

Accenture Report Finds Consumer Values and Buying Motivations

Brands must differentiate to meet new consumer demands for health and safety, customer service and personal care, and other priorities

[dionneschley-blog]

Consumer Values

Authenticity, Simplicity, Immediacy, and Transparency

Consumer values are at the core of what consumers do, it’s the why behind the what. For 2015, there are four key consumer values that will drive trends across industry’s, generations, and nations. These values are authenticity, simplicity, immediacy, and transparency. These are truly at the core of why consumers do what they do, and brands who understand and leverage these values will win with consumers.

Gone are the days when brands and marketers controlled the conversation with consumers. A Company created an ad campaign, selected what to say, and how to communicate the message, typically through TV, print ads, radio, or billboards. Traditional media was a one way conversation and consumers had little ability to voice their opinion or challenge what a brand was saying. This was how consumers heard from brands. Oh how times have changed. This paradigm shift in power is here to stay, and brands that don’t understand how to communicate with consumers in this new marketing world will not be successful long term.

Just how have things changed? The internet is the pivotal point is this shift. First it connected people all over the world at rapid speed. From websites filled with information that anyone could post. To emails that connected friends, family, and business colleagues around the globe. To chat rooms where strangers could connect around shared interests. To social media of today, where people can connect with anyone around the globe, connect with brands, and for the first time really share their opinions on any topic and have their voice be heard around the globe. The balance of power has shifted and consumers are much more influential than ever before.

What does this mean for brands? You no longer control the conversation 100%. Consumers are part of the conversation and if you don’t engage with them, they will overtake the conversation.

How can brands be successful in this new marketing world? The two way conversation with brands needs to focus around a few tenants: authenticity, simplicity, immediacy, and transparency. Consumers know when you aren’t being real with them. They would much prefer to hear the truth in an authentic way, with a few flaws, then an overly developed marketing message. Just be real. Consumers are also seeking simplicity, their lives have become increasing complex and they are bombarded with thousands of media messages every day, keep things simple and easy for them to engage with your brand. Next, so many things in our lives happen in an instant, and consumers expect immediacy. Not responding to a social media post for days, will certainly warrant backlash and guess what, lots of people will know about it. Finally, transparency, don’t try to hide things, consumers will find out and they share with their networks. Be open, honest, and real.

All of this boils down to engaging with consumers in a meaningful way and directing the conversation where you can. Consumers will share what they want wherever they can. Be sure they are sharing it where you can be a part of the conversation. Bottom line: tell and authentic brand story consumers want to hear and want to be a part of.

[twimclabel]

Master thesis for Royal Institute of Technology in media written by Beatrice Johansson for To whom it may concern. 2014. The 58 p paper contains research and analysis on digital music's value according to consumers with the aim to explore possible developments of the digital music and art format .

Contains interviews on the evolution of digital music with Jonna Lee (artist/founder of To whom it may concern.), Eric Härle (D-E-F management), Craig Penney (PIAS), Hasse Lindgren (musicologist/Swedish arts council) and a statistics survey made with online fan community built around the audiovisual project iamamiwhoami iambountyfan.

available for free download in the TWIMC SHOP