How important is consumer empowerment in marketing?

by consumer empowerment i mean involving consumer in the marketing process, giving them the autonomy to something so that they feel good about their contribution.

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5 Answers
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  • Steps for empowerment in marketing are as follows :
     
    First, set up a simple poll—online, SMS, telephone, or on interactive TV—that allows consumers to vote on some aspect of your product or marketing. It could be a vote on which fashion model or background music to use in an ad, or a poll on the packaging, name or design of the product itself, or a vote between variants for promotional posters, merchandise, logos or taglines. 


    The key is to keep it so simple that people can make their wishes known by a simple click of a mouse, remote control button, call or text message—hassle-free voting is what they will want. 


    Keep options to a minimum—by only having two options to vote from, you'll keep at least half of your voters happy when you act on their wishes. Alternatively, you can always go ahead with both variants, and make everybody happy. 


    Invite consumers from your target market to participate in the poll. Opinion leading consumers and brand fans are a priority, but all target consumers should be welcome. After all, numbers are important—the more participants, the more advocates, the bigger the impact on sales. 


    Nonetheless, try to give the poll an air of exclusivity, creating the impression for voters that they are VIPs—very influential persons. When you exclude people outside your target market, the participants will feel special and privileged, and this will help foster loyalty and advocacy. 


    Finally, when the votes are in, act on them—and let voters know you have acted on them.
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  • To raise your sales one must know what does the customer really wants. So as to have a clear idea about it customer empowerment is important. These days because of internet and social media it is easy for any company to interact with their customers. Also if customers dont like any product they have got liberty to express their feelings hence consumer empowerment is very important.
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  • Consumer empowerment is very much necessary in the present marketing system. In present situation, the markets are revolving round the customers tastes & preferences only. Markets try to provide good quality goods & meet requirements of the consumers in the market. 
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  • Invite consumers from your target market to participate in the poll. Opinion leading consumers and brand fans are a priority, but all target consumers should be welcome. After all, numbers are important—the more participants, the more advocates, the bigger the impact on sales. 

     
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