Brand Managers Need to Practice Consumer Collaboration

Syn­di­cated from Google CPG Blog

Brand Man­agers have his­tor­i­cally been reliant on Con­sumer Research such as focus groups and sur­veys to be “in-touch” with con­sumers. But in this day of 24/7 access to con­sumer opin­ions from blogs, Twit­ter, and Face­book, Brand Man­agers need a new approach for under­stand­ing why peo­ple buy their brands. One of the most pow­er­ful ways to do so is through Con­sumer Col­lab­o­ra­tion. In its most sim­plis­tic form, Con­sumer Col­lab­o­ra­tion is about mon­i­tor­ing and par­tic­i­pat­ing in the con­ver­sa­tions around our brands, lis­ten­ing to chang­ing opin­ions in real-time. It is about tap­ping into what Google calls the “Data­base of Con­sumer Inten­tions” to gain a new sense of what our con­sumers are think­ing each and every day. In fact, Google is a com­pany mak­ing it easy for mar­keters to be in touch with the “data­base of inten­tions” every day through tools like Won­der Wheel, Insights for Search, Blog Search, and YouTube Insights for Video.

But true Con­sumer Col­lab­o­ra­tion is about going beyond that, giv­ing mar­keters a chance to tap into the pas­sion of con­sumers and col­lab­o­rate with brand advo­cates. The world of dig­i­tal gives CPG Mar­keters the chance to har­ness the energy of con­sumers to build remark­able brands.

In that regard, the need for mov­ing towards a mind­set of Con­sumer Col­lab­o­ra­tion is dri­ven by three facts:

1. Con­sumers are shar­ing their opin­ions about the brand, with, or with­out, a Brand Manager’s blessing.
2. Con­sumers will be heard whether or not com­pa­nies give them an outlet.
3. The amount of infor­ma­tion about our brands (and access to that infor­ma­tion) has never been greater.

To read more visit http://google-cpg.blogspot.com.

Tags: Brand, Brand Manager, Collaboration, Consumer, Consumer Marketing, Consumer Packaged Goods, CPG
Posted in CPG Marketing Articles |