Prosumer: the lifeblood of companies
Our purchasing process has undergone a great change in recent years, but perhaps even more so in recent months; undoubtedly influenced by the spread of digitalisation . From consumers, who passively suffered the commercial influence of brands, we have become Prosumers . What does the term prosumer mean? The term has origins in the 1980s when Alvin Toffler in his book “The Third Wave” spoke of a new way of consumer. The word Prosumer is a portmanteau (from the Greek κρᾶσις = mixture, mixture), that is, a fusion of two consecutive words into a single word: Producer (producer) and Consumer (consumer).
In essence, therefore, the Prosumer is a co-producer Consumer
In this article we see how the figure of the consumer has evolved and how to intercept their purchasing intentions. You may not know it, but you are a prosumer too! You've probably never thought about it until today, but you're certainly a Prosumer too . If before purchasing or evaluating a product you informed yourself about its technical characteristics, or asked questions under a product or read the reviews (present on Amazon or other marketplaces), you can define yourself as a prosumer. As we have already introduced, the prosumer is a consumer who is actually also a producer: through use he contributes to the production of the good or service. In the phases preceding the purchase, the consumer becomes an active protagonist, he is the one who seeks the answers he needs.
What differentiates the concept of the Consumer
Traditional Marketing from the current one is that the Prosumer is able to interact in the various phases of the purchasing process. What does the prosumer do? The prosumer is no longer a person who is subjected to corporate communication and advertising: he knows, explores and proposes to improve the product. Today, companies can no longer limit themselves to the analysis of a static Buyer Personas , but must capture the consumer's intent in their behavior . There is a change of perspective, companies must learn to look through the eyes of the customer. Since the Consumer is active in all phases, this means that he participates in the creation and improvement of the product/service.
Companies will have to find the key to establishing
Users-consumers are very present and also participate in forums, communities on social media, reviews, questions and answers under Amazon products, etc., in this way they can best capture the information they need before purchasing. If before it was the entrepreneur who acted as a pioneer, today it is the prosumer who is the true motivating and driving force of economic development. With the spread of prosumerism, the Company's reaching customers is increasingly complicated; the objective of marketing is to interpret the needs of the consumer and no longer limit itself to the bombardment of information . Companies will have to find the key to establishing or strengthening the loyalty process with their customers, therefore working on a much deeper layer of the relationship with the Customer who becomes a recommender of products/services.
Prosumer behavior "before and after" the purchase: what has changed?
In this era in which digitalization reigns supreme, the consumer is able to change the decision-making process and influence that of other people through product sharing and reviews. But how is he able to do all this? Thanks to the digital world, the Prosumer is able to independently evaluate the characteristics of a product, compare them in terms of quality and price and then often conclude the purchase phase in a store, all this in complete autonomy without having to interact directly with the 'Agency. But not only that, the prosumer asks questions on dedicated blogs to find truthful and sincere answers from those who have already tested the product.
A company that is attentive to this change in the purchasing process is able to seize this opportunity by, for example, inserting an area on its website that allows users to evaluate the experience positively or negatively. The prosumer: from consumer to consumer-actor Thanks to new digital technologies, many companies have made available on their websites the B To C Database possibility of completely customizing products in terms of colour, graphic elements or writing. By expanding the customization of the offer, the customer will feel like an active part of a new purchasing model. The evolution of the classic consumer is to become a co-producer of the very product he has chosen or will choose. We move from being consumers to consuming-actors: we stop being passive observers. The real challenge for companies is therefore to keep up with digital evolution by learning about new consumer behaviors and taking advantage: when the prosumer creates a product he unconsciously releases his tastes and sensations to the company. The prosumer can be a real asset for your business with a high profiling value.
Your customers aren't looking for stressed or gray people
The team during some filming for a live broadcast In this case most Webnovo customers faint. Because we tell them that they have to make their know-how public. They turn white in the face and turn up their noses... as if they had a top secret secret or the magic ingredient in a recipe. If you know what your audience's pain points are, you can share tips that could help them and make their lives easier .
This not only shows that you understand your audience and care, but it also shows that you are knowledgeable and will help them solve their problem. They will trust you and your brand! Start with the questions people often ask you. In the same way that stories appeal to our emotions , facts and figures appeal to the rational part. The use of statistics and data can be a very effective way to support certain narratives and interesting numbers always have the potential to spark conversation.
This will help start a conversation with your audience
Sharing industry news that your audience might find interesting, add your thoughts . , but will also demonstrate that you're up to date on what's happening in your industry. If you sing it and play it yourself, let's say that we have gone beyond the concept of authenticity. So how to do itor similarity bias, is the tendency we have to connect with people who share our opinions, interests, experiences and background.
Therefore, if a third party – who we consider similar – recommends a certain product, we infer that we might feel the same way. The testimonies also talk about the psychological phenomenon called social proof . This is the idea that because others do well, we should too. PUBLISH A CASE STUDY Case studies elicit social proof and is an interesting format because it allows you to tell a story.
Demonstrating humility and gratitude places
You have the ability to explain the more complicated side of your service or products with real-world examples. at the end of the day you will definitely have worked on something special or interesting. So, why not take the time to thank that very customer for the growth opportunity? you on the opposite side of the that is now so fashionable. If you are in the service field, why not highlight "how long" have you been working with a client? If the relationship is long-lasting it will be clear to everyone that you are reliable.Here it depends a lot on the product you sell, but it is worth illustrating the benefits.
GoPro was the master in this. Consistency is key
User generated content is nothing more than content generated by users using your products. You will have to share them by giving credit to the creator himself, quoting him or tagging him). Your followers are motivated to connect with you for a simple reason: they also want notoriety and if you are already a well-known brand it will be really easy. to social networks These little tips are contents that you can easily decline using the language of each social network. Remember the image at the beginning of the post? It doesn't matter what format you use. You can use a graphic on Facebook, a video on TikTok, a reel on Instagram. You can say the same thing in different ways, in different representations. Try using them, but remember that consistency with your company mission and vision is key.
Look for a common thread as much as possible. A studio like ours can certainly give you guidelines , help you compensate for technical and graphic shortcomings but the main thing, your life in the company, you have to block it inside a smartphone in the form of photos or videos. If you are the only person who can do it. If you are still a "we are industry leaders" type and you feel obliged to put on a suit and tie to talk to a customer then what do you want me to say to you: "peace and good brother" ... and go your own way.
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