Trendwatching's "10 Crucial Consumer Trends for 2010"Like it or not, your brand will be under review in 2010.

Trendwatching’s December 2009 Trend Briefing covered the “10 Crucial Consumer Trends for 2010.” The entire report is worth the read, but we gave special attention to trend number three: real-time reviews.

With authentic, real-time, 24/7 customer opinions available to anyone and everyone via the internet, shoppers in 2010 will know exactly what others think of your brand at any point in time.

  • Our inherent need for instant gratification – Trendwatching calls it “NOWism” – leads consumers to share, in real-time, everything they’re doing, buying, and experiencing.
  • Universal online access through netbooks, laptops, and mobile allows consumers to broadcast these experiences immediately.
  • The sheer mass of available online opinions makes this content real-time, as at any moment someone somewhere is sharing their authentic opinion on a topic or brand via the internet.
  • Social media encourages the immediacy of this content, and search engines are shifting toward a similar model.
  • These platforms make it increasingly easier for consumers to group the flood of real-time UGC into useable streams, to discover what’s being said about topics or brands right now.

So what’s a brand to do?

Feed the NOW

Give your customers what they’re hungry for: encourage real-time review of your products, services and brand by making UGC contribution and consumption as easy as possible.

  • Make your content available everywhere potential customers may be researching your product. The reviews you gather on your e-commerce site are the most informative and helpful. Make these reviews available on mobile sites. Manufacturers, push this content to retailer sites.
  • Push customer opinions into the conversational space of social media. Brands like Walmart and Best Buy are doing this very well, encouraging discussion of their products on Facebook and Twitter.
  • Draw customers back into the purchase path through these conversations. Tools like Social Network Accelerators let your contributors push their opinions out of your e-commerce site and into their own networks, linking back to product pages to draw in new customers and contributors.

Your customers will be talking about your brand in real-time in 2010. Brands who act now to use this coming trend to their advantage will be the e-commerce leaders of the new year.

8 Responses to “Real-time Reviews”

  1. “UGC contribution and consumption as easy as possible.”

    Channeling those reviews to help differentiate your product from the competition would be helpful. Helpful to potential buyers trying to make a decision on which brand to buy.

  2. nice trends. blogs will be crucial but so will talk about your product or service.
    building bridges to your brand involves not only web sites but also third party talk about your service or product.

  3. nice trends. blogs will be crucial but so will talk about your product or service.
    building bridges to your brand involves not only web sites but also third party talk about your service or product.

  4. nice trends. blogs will be crucial but so will talk about your product or service.
    building bridges to your brand involves not only web sites but also third party talk about your service or product.

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