This Week: The Benefits Of Customers As Co-Creators.

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We spoke recently about ‘trust as currency’ in the 21st century, and as we think of ever more ways to authentically engage with customers, brands are realizing that transparent content marketing is a key metric in the approval and effectiveness of advertising. According to Nielsen, 58% of global online consumers trust editorial content from places such as newspapers, however, 71% of consumers are more likely to make a purchase based on a social media referral. Even though it’s predicted that soon, 10-15% of ratings and reviews will be fake, trust in strangers over companies is growing with “32% of online consumers saying that they trust a strangers opinion on a public forum or blog, more than they trust branded advertisements and marketing collateral.”—Forrester, 2012.

As a result, brands are opening up and actively inviting customers to become co-creators, co-owners and stakeholders in brands they align with, and providing real-time critical feedback that is influencing everything from advertising to product design. “For decades, consumers have been saving up their insights and rants about the stuff they consume, simply because there were no adequate means to interact with companies, or with other consumers for that matter. Get ready for CUSTOMER-MADE: the phenomenon of corporations creating goods, services and experiences in close cooperation with consumers, tapping into their intellectual capital, and in exchange giving them a direct say in what actually gets produced, manufactured, developed, designed, serviced, or processed.” —Trendwatching



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