Never before have customers morphed so quickly or become so elusive. Enabled by an onslaught of new technologies with accelerated adoption rates, customers have attained a level of control never before seen -- and it's something that established companies have to work hard to adapt to.
On Wednesday, April 9, 2008, Brandon Evans of RepNation Media as he outlined the fundamentals of Customer 2.0. Informed by years of working in partnership with the 14-29 demographic in the development and execution of word of mouth marketing campaigns for Fortune 500 clients, RepNation has identified five core changes to today's customer, Customer 2.0.
The Five Rules to Engaging a New Breed of Customer:
- 1.) Authenticity Trumps Celebrity: Customer 2.0 responds to honest, relevant messaging from peers over marketing speak and celebrity endorsements
- 2.) Niche is the New Norm: Customers 2.0 does not form a mass market. Customer 2.0 likes having choices and looks for products and services that speak to him or her personally
- 3.) Bite-Size Communications Dominate: Customer 2.0 digests short, personal, and highly relevant messaging in bulk, while growing increasingly adept at blocking out noise.
- 4.) Personal Utility Drives Adoption: Customer 2.0 chooses to consume what they find useful in their lives over manufactured marketing needs.
- 5.) Customers Own Brands: Customer 2.0 will speak about, repurpose, and associate with your brand as he or she sees fit.
- Brandon Evans, Managing Director and Partner, RepNation Media
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