1. Consumers beget consumers!

Are the days of celebrity endorsers counted? In the age of reference, it is a peer’s word that seems to matter – the individual and his opinion seem to count for more. There is probably no greater endorsement for Nike than the feet that wear it? and in that respect the consumer has also become the marketer.

The Internet too has done its job in connecting people. Platforms such as blogs, wikis, social communities and forums have provided the Individual opportunities to amplify his voice and reach a large audience.

On the other hand, the marketer continues to face multiple challenges - there is the question of finding the customer in a scattered environment; having found him, retain his attention and critically… stay relevant. If the marketer is able to establish the same level of trust that the user enjoys with his peer group, then that’s a battle won.

Engaging the audience, build presence in forums and communities, act upon feedback are perhaps acts that will add long term value to brands. In essence, nurturing relevant relationships may hold the key to crafting a niche for the brand in this networked era.

Values of transparency, participation and collaboration will improve the overall brand experience. Consumers will naturally be inclined to evangelise the brand – sharing experiences, feedback, posting comments and reviews etc.

Early adopters of this trend have made smooth advances, while many others are just beginning to shake the dust off the shelves.

For example Bzz Agent, specialises in word-of-mouth marketing programs. Based on the premise that consumers with to be heard and can be the most important links for product promotion, the firm has built a substantial database of consumers, tagged as ‘BzzAgents’.