The Consumer is at the Heart of it all- Sounds simple doesn’t it?

Why is it only now that marketers have begun to see that the consumer is at the heart of unlocking marketing in the age of media fragmentation? The "rise of the prosumer" some are calling it, or the age of consumers in control. Technologically enabled by the internet, consumers now have more control than ever over your brands and your brands stories- essentially the deer now have guns! How has this happened?

Firstly the Google and social networking generations of Gen Y and the Millennials, the so called digital natives, have access to any and all information about your brand, so you can't tell any lies anymore or you'll be found out. Just ask Ribena about how much vitamin C is really in their blackcurrant juice compared to orange juice.

Secondly, blogging, reality TV and social networking has given rise to a "me" orientated consumer who's given viewpoint is important purely by virtue of the fact that they exist. We have a current crop of "celebrities" who are famous for nothing, apart from being essentially themselves. Don't just blame Big Brother, You Tube can share the blame along with Jackass and any number of "reality" programs. And don't worry Gen Y it's not your fault, Sociologists are laying the blame squarely at the feet of your parents. Workaholic divorced baby boomers who shower you with attention, gifts and affection in an attempt to make up for never being around.

Formally you used to have to be an expert in your given field to be published. Now all you need is an internet connection (and if you have any questions a rudimentary use of Google). Correct spelling is not even a pre-requisite. And no topic is safe, they are more than happy to share their opinion on virtually anything. And thanks to wiki's, Google and Yahoo search among others we can actually find all this useless information quicker and easier than ever. I call it the cult of mediocrity, but don't quote me on that as I'm sure somewhere in the blogosphere that has been said before. It has been said before by Andrew Keen, The Cult of the Amateur, and very eloquently too! Have just finshed reading his book, fantastic. http://andrewkeen.typepad.com/the_great_seduction/2006/10/my_book_now_not.html

Not that I'm anti this proliferation of viewpoints- in fact I've joined in! Starting my own little blog/ shrine to myself and my view on the world, (been feeling lately that Facebook just isn't focused quite heavily enough around me). To be honest all this isn't really a new phenomenon, consumers have been influencing brands stories for some time. Long before the internet consumers were involved in the anti-cigarette movement in the early 1960's as soon as research surfaced about the associated health problems. It's just that current technology makes it easier for consumers to unite and publish giving them greater power.

How with all our consumer insights and segmentation studies did we lose sight of the fact of consumers are ultimately in charge. That they actually decide what to spend their hard earned cash on. Whatever happened to R&F? If I tell 50% of "my" consumers (there's that feeling of control again) 3 or more times to buy my product, then I'll make my sales target. You telling me this equation doesn't work anymore? Engagement is the new measure I hear you cry. But how do we possibly measure engagement!? Does 'time spent' equal engagement? Or is that approach like trying to measure the beauty of a rose with a ruler?

It's a complicated equation