Persumer, the new consumer by Gustavo Adamovsky under Branding

. Companies that are not on the web will not exist for the new consumer, born of a mix between individual and consumer, and named "persumer", which requires marks a closer relationship, according to a study.


Internet is a vital tool in the list of consumer brands with the post-crisis and now he is not in the network does not exist, predicts the study "The Next Best Brand" by Method Helmer through its Permanent Observatory Trends, FUTUR E.

This study has christened a new term to the consumer of the future: Persumer, a new figure that is emerging and whose name comes from the fusion of people and "Consumer." The claim Persumer other relationship with the brands that requires communication from you to you and to the point, much more involved in their lives, their problems and everyday life. The post-crisis consumer wants to feel closer to the mark, committed to their world and capable of offering new alternatives, brave and firm.

The future consumer is strengthened from the crisis. Has maintained a cautious stance over consumption and critical marks. And in this line is defined Persumer, a customer who knows his power, his place in the brand-consumer relationship, and is considered the protagonist of this relationship.
His critical spirit puts you in position to choose and will choose brands that always perceived as well defined which are clear and not mince words. Credibility is a rising star in this new scenario and the marks should go for that closeness and clarity if they are to a Persumer that is demanding and mature.

Dare to be true

The marks must dare to innovate and reach consumers in a future renewed and different. It is time to revisit creativity as a fundamental tool for the renewal of the brand, which will help to convey a different image, distinct and authentic. As identified in the study, brands must reinvent it to be sustainable and dare to be different, innovating not only in your message, but the channels for communicating.

It should default to break the mold and dare to explore new forms of communication. What is different is now well accepted, but there are no parameters closed flexible approach openly seeking to surprise the consumer of the future.

The demand Persumer brands known address him know all your circumstances and anticipate their needs and desires. In this new direct and close relationship, the post-crisis consumer wants to experience the difference and authenticity of the brand. Cease to be faithful to the brand to become addicted to the experiences they provide them.

Virtual Business

virtual worlds like Second Life are a new medium with many opportunities to do business and make contact with customers, yet many companies still give back. The next five years virtual worlds will be essential to brand building of large companies. Classic business models do not work in this context, companies that want to position themselves must have a long-term strategy.


An article carried out by the consultancy Deloitte has concluded that virtual worlds like Second Life, normally associated with teenagers or Internet fans are growing in popularity very quickly and that their full potential has not yet been taken into account by most companies

These virtual worlds have created a new way for people to socialize, entertain and, of course, makes economic transactions. It is estimated that some 50 virtual worlds that have already signed up 178 million people. Second Life has been that has set in among the users. And despite that is still seen by many as merely a sophisticated way to play, the truth is that business is already being done and working in Second Life.



Companies such as Coca-Cola and Sears, have created virtual shops to test there products. The prestigious INSEAD business school has developed a virtual campus to replace classroom training. In short, more and more companies use these "parallel worlds" to enter in touch with your customers or to improve their internal operations.

However, the study warns that many companies exploring these new media can be quite daunting as its traditional approach is not sustainable in the long term. Because, although such self-organized communities can be potentially a very lucrative business, the classical models can not, under any circumstances, get all your party.

Innovate

We can say that there throw imagination and innovation.

"Virtual worlds present opportunities that businesses should know sooner or later," says Kamale Lardo, the report's author, said in a statement. "The inevitable changes that will bring virtual worlds will redefine the way companies interact with their customers and facilitate more sophisticated modes of interaction between organizations," he adds.

In the past year, many executives have had to make the decision to start your business career in places like Second Life, either for business, pure and simple, either to accompany a marketing strategy. It is not easy making this decision, says Deloitte, or measure their true potential. Perhaps this is why many of them were established with great media noise, have left too quickly, even seeing their number of subscribers increased steadily.

The study predicts, in any event, within five years, these worlds will begin to dominate and lead the brand building larger companies. This means that they are already positioned there will have some competitive advantage over those who take the decision to gamble in this way in the coming years.

Having a strategy

Expand the business into a virtual world is not without risks (many of them similar to what we find in the real world), especially with regard to brand and reputation.

The dramatic fall of the dot-com "in 90 should serve as example to know what to do and what not to explore this new medium. Virtual worlds have been created, also great excitement, a lot of hype and disappointments. Deloitte is time to enter a stage of maturity and productivity.

"Although the number of active visitors of virtual worlds has yet to reach critical mass, who explore and understand this context today will win the loyalty of its customers tomorrow," says Lardo. "To develop a strategy targeted at customers in this new environment, companies must first understand the marketplace and its users," he concludes.

Deloitte recommends that companies adopt a long-term strategy based on three phases. The first step would be to decide what is the reason to bet on this medium. At this point, the company has come to know well its technology foundation to keep abreast of new trends. It is also necessary that the strategic objectives of its implementation are based on measurable outcomes, such as the number of visits or appearances in the media.

The second phase, the report says, should be conducting a pilot project selected as the best option. In this case, the technological cost and risks are lower than those supporting a pilot project in the "real world."

Finally, after six months testing the operation of the pilot project, the company should make the decision whether to fully implement and continue operations, or not.

34% of internet users surf the Web during TV commercial breaks

More and more users have become at multitasking, ie two simultaneous consuming media, especially television and the internet and to avoid TV commercials no longer need to zap, but enough for them to surf the net. The research, conducted at the request of Microsoft, shows that the target of 16 to 24 deepens the habit.

39% of users change channels during commercial breaks, while 34% use internet along these intermediates, according to a study conducted at the request of Media Meshing Microsoft Advertising between 1,050 adults in seven European countries ( United Kingdom, France, Germany, Spain, Italy, Denmark and Belgium.
This paper highlights two of every three Internet users surf the web while watching TV at least once a week and 40% do so most of the day or night.

As for the distinction by sex and age, the study says there is no significant gender bias in the simultaneous use of these means and that users aged between 16 and 24 show a greater propensity to consume internet and TV at the same time. Another feature of the report is that the day of the week is a differentiating factor in the simultaneous use of media. On weekends this use throughout the day (from 10:00 to 17:30) is almost twice that week: 47% versus 23%.

The dominant activity during the simultaneous use of media, as in the regular use of internet is the e-mail query, followed by web browsing, social networking and instant messaging. At this point if they are gender differences: the web surfing men looking for content while women focus on communication in its various forms.

For multitasking roles of advertising in television and internet are complementary: both play a similar role in providing consumers information about products and brands, as well as providing information on products they already know. In regard to stimulate interest, product testing, and persuasion, the force that has traditionally been advertising on television is still noticeable, but online ads are also obtained good results in the study.

Another preconceived idea is the widespread perception that Internet is not just a response channel and the major drivers of brand awareness are the ads on television, print and outdoor. However, when asked to multitask on this issue, 51% choose the network as the most effective time to make known brands and products.

Social networks: the privacy concerns of users

Half of Americans have a profile on social networking sites like Facebook and MySpace are concerned about their privacy, according to a new survey.

The Marist poll showed that people over 60 were most anxious about their privacy, and that women were more concerned than men in this regard.

"This is a new information age. Some people are concerned, they are reluctant and are frightened by the magnitude of information on the Internet. There is an element of privacy that some individuals feel they are losing," said Lee Miringoff, director of the Institute for Public Opinion at Marist College.

Privacy on social networking sites is a constant problem. Facebook recently changed their policies to give users more control over how much information is public profiles following protests from organizations of privacy control and users about the difficulty of changing the default settings of their accounts.

The survey showed that 27% of the 1,004 respondents were concerned about their privacy on the Internet pages of social networks, while just over 23% were very worried.

Older Americans are more concerned about privacy, as Miringoff, because social networks are not as directed at them naturally to the young, who show a more carefree attitude towards the Internet sites and privacy.

Overall, 43% of Americans said they kept in touch through the internet pages of social networks such as Facebook, MySpace or LinkedIn. 40% of men and 45% of women confirmed that they had a profile of any network.

MySpace beats Yahoo and online advertising

While the statistics provided by comScore highlights the rapid growth of MySpace, analysts say the social networking site has struggled to get ad rates and the highest possible price similar to Yahoo.

Yahoo! lost the top spot of advertising presence in the U.S. market at the hands of MySpace and companies to which it belongs, Fox Interactive Media for News Corp, according to new data reveal the industry.

The cluster of sites of Fox Interactive, led by MySpace, recorded 56.8 million advertising views in June compared to the Yahoo group sites, which totaled 53.1 million views, according to data released this week by the firm of Internet audience measurement comScore.



publicidad onlineBut while the statistic highlights the rapid growth of MySpace in terms of audience advertising, analysts say the social networking site has struggled to get ad rates to the highest possible price similar to Yahoo, famous for attracting major advertising rates.

"Social media gets all these ad impressions but not necessarily with the dollars," said Colin Gillis, analyst at Canaccord Adams. The cost per thousand (CPM) page views are significantly lower than that of Yahoo, said.

A MySpace executive said they are closing the gap with rivals such as Yahoo, AOL Time Warner and Microsoft Corp's MSN after the renovation of its home page in June, which has attracted sponsors like Sprite renowned and Wendy's.

"Our CPM has grown significantly," said Jeff Berman, president of sales and marketing at MySpace, on the surging growth in June. "Category by category, year after year, we grow in double digits," celebrated.

According to comScore data for advertising impressions, June was the first month that Fox Interactive beats Yahoo, whose views of advertising fell nearly 12 percent since May.

While it may be too early to conclude definitively that MySpace surpassed Yahoo, comScore data shows that Yahoo's stock on the market for displays has trended downward since July 2007.

Yahoo questioned comScore's measurement methodology.

"We believe that there may be problems with the measurement that could be distorting to Yahoo and we are reviewing comScore's methodology and working with them to solve these problems," said a statement by spokesman Adam Grossberg.