Home » Uncategorized » Responding to Smart Consumers

Responding to Smart Consumers

The other day I caught a small snippet of a segment on Channel 7’s The Morning Show on ‘creative complaining’. It explained to viewers just how to go about making a complaint to a company online to get their attention and see results.

While online it is far simpler for customers to lodge complaints and feedback, and more obvious when they are unsatisfied, this is perhaps an OPPORTUNITY for PR to be excellent and satisfactory and perfect.

Consumers are getting smart. Steve Colquhoun writes in his article Setting the agenda online in an age of smart consumers:

For the first time in my career, I feel that the consumers are as smart, if not smarter, than the people in marketing today.

Despite this, PR is what it has always been, even before Web 2.0:

the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics

(Full definition found here.)

Erika Morphy discusses the argument that luxury fashion brands need only ‘show up’ on social media.

However, I would suggest that fashion brands must also endeavour to engage their audiences online. The following slideshare presentation provides some examples on how a fashion brand may go about doing this:

Last week we talked about the need for luxury fashion brands to not let the power of the people on Web 2.0 make their own power as an authority on trend, style, and taste obsolete. One way of doing this is using Web 2.0, and its immediacy effect for fast and satisfying customer service, and collaborating with the public rather than ‘just showing up’.

What do you think? What may be some examples of brands having used Web 2.0 to engage publics?

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