What is a prosumer and how can they help you in your marketing strategy?
We will now discuss the power of prosumers in your marketing strategy
One day you go to that shop you like so much and buy the computer you were looking for. It is super fast and has a lot of memory. It could be the ideal ally for this September. However, when you turn it on, it starts to fail. It doesn’t start up properly and switches itself off. What do you do? You take your phone, open Twitter, and write a tweet mentioning the brand and explaining the problem. This may be a simple complaint for the user, but for the company it could be the start of a reputational crisis.
Today, there are few people who do not already have a smartphone in their hands. Consumers have empowered themselves through their mobile phones by taking advantage of the endless options they can offer. Therefore, as marketers we should not overlook the power of mobile marketing and the impact it can have on our communication strategies.
To understand the scope of mobile marketing, the first question to ask is: what makes a consumer decide to buy? Fifty-seven percent of online shoppers search for information on the internet before making a purchase, with Facebook and Instagram being the main networks they consult. In addition to this, 38% also leave comments, give their opinion, or ask questions on social media before deciding to buy a certain product. The change that consumers undergo when they go from simply being searchers to generating opinions is the transition to prosumers.
But wait, wait, wait. You may be wondering: where does this concept come from? It’s easy; the term comes from joining two words: producer and consumer, i.e. a consumer who, in addition to consuming a product or service, also produces content about it. In fact, it is not a recent term, but was coined in 1979 to talk about the evolution of consumers who were involved in the manufacture and design of the products they consumed.
A bit of history…
It was the American writer Alvin Toffler who, in his book The Third Wave, predicted that there would be a communication and information revolution that would humanise companies, giving rise to the prosumer, defined as a user with an active role in the production of the products and services he or she consumes.
The consumer at that time simply received messages. The communication process was unidirectional, and the receiver was limited to being impacted by advertising and commercials. As a result, brands focused on producing goods that encouraged consumption, without taking into account the needs or desires of consumers.
It was the internet that changed the rules of the game and turned the consumer into an active subject who asks, answers, gives opinions, and criticises. In this new scenario, the consumer’s main weapon is his or her mobile phone. The consumer no longer goes to a shop, asks for a product, and chooses the first option offered. Now the customer is non-conformist and demanding; he or she researches on the internet, consults opinions, reads reviews, compares prices, shares ideas and then, and only then, decides whether to buy one product or another. And all this at the click of a button on their smartphone.
According to Renderforest, 91% of social media users connect to social networks via their mobile phones.
The mobile phone can therefore be seen as the loudspeaker of the consumer whose sound is generated on social media. And beware that too many voices together can produce a deafening scream.
The power of the word
The number of users who give their opinions on social media is significantly lower than those who consult the opinions of others. In fact, according to PwC’s June 2021 Global Consumer Insights Pulse Survey, 37% of consumers consider social media as a source of inspiration for purchasing products or services.
8 out of 10 social media users follow social profiles of brands.
For this reason, the role of prosumers in this context is key and decisive for your marketing strategy. In this sense, a new concept comes into play: user-generated content or user-created content. Remember this word because it will be very important for your brand. According to Renderforest, 50% of consumers say that seeing user-generated content increases the likelihood that they will buy products through a brand’s social media accounts. This figure confirms that your consumer-generated content is of paramount importance to your content marketing strategy.
Ninety-two percent of consumers rely on the opinions of others when purchasing products and services, a figure that is very pronounced among millennials.
Furthermore, we must insist on the idea that, although consumers’ freedom of expression can compromise your business, it can also boost it. Include the prosumer in your marketing strategy and make the most of their content. In addition to being customers with certain needs to satisfy, they can also be potential promoters or critics of your brand. It is up to you to make an effort to ensure that their opinions are always positive. Also, don’t forget, according to Renderforest, 71% of consumers who have had a good experience with a brand on social media are willing to recommend it.
Prosuming is directly related to improving the customer experience and engagement, two key elements that have become a priority for companies today. Having prosumers talking about your brand will allow you to get closer to them and build their trust. You may think you know your consumers well, but you have a lot to learn from prosumers. Their ideas, perceptions and preferences should be sources of information for you, and you should take advantage of them to learn and turn them into the driving force of your brand.
Find more news and articles related to LF Channel at this link.