The power of groups, the clout that crowds can exercise to get what they want, is nothing new.
What is new, however, is the dizzying ease with which likeminded, action-ready citizens and consumers can now go online and connect, group and ultimately exert influence on a global scale. Call it group power, call it CROWD CLOUT:
CROWD CLOUT: “Online grouping of citizens/consumers for a specific cause, be it political, civic or commercial, aimed at everything from bringing down politicians to forcing suppliers to fork over discounts.”
Now, even though politically and civically minded CROWD CLOUT concepts like MoveOn.org and Hummer-hating FUH2.com are fascinating, we'll focus exclusively on the most commercial aspects of this trend. One word: co-buying.
If that feels like a blast from the past, extensively discussed and unsuccessfully tried back in 1996, you’re right. It’s about consumers’ purchasing intentions, and (sometimes) the grouping of those intentions. Semi-dormant Letsbuyit.com and no-longer-amongst-us Mercata.com come to mind.
Check this whole new trend on http://www.trendwatching.com/briefing/
What is new, however, is the dizzying ease with which likeminded, action-ready citizens and consumers can now go online and connect, group and ultimately exert influence on a global scale. Call it group power, call it CROWD CLOUT:
CROWD CLOUT: “Online grouping of citizens/consumers for a specific cause, be it political, civic or commercial, aimed at everything from bringing down politicians to forcing suppliers to fork over discounts.”
Now, even though politically and civically minded CROWD CLOUT concepts like MoveOn.org and Hummer-hating FUH2.com are fascinating, we'll focus exclusively on the most commercial aspects of this trend. One word: co-buying.
If that feels like a blast from the past, extensively discussed and unsuccessfully tried back in 1996, you’re right. It’s about consumers’ purchasing intentions, and (sometimes) the grouping of those intentions. Semi-dormant Letsbuyit.com and no-longer-amongst-us Mercata.com come to mind.
Check this whole new trend on http://www.trendwatching.com/briefing/
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