- A report from the "Center for Culinary Development and Packaged Facts" tells us that Generation Y (the 75 million Americans between 13 and 28, called by some the "Millenials") is radically changing American eating habits. This is the "Wired Generation" that uses the mobile phone to download recipes, share brands and "good deals" and create a real online food subculture.
- A Cap Gemini study shows that consumers, thanks to the Internet, enter a car showroom "with a level of knowledge that provides a position of power that can be on par, or even exceed, that of the salesperson". They know about all the models displayed, their advantages and shortcomings; they know the current prices and the margin of negotiation possible.
- Universal McCann (March 2008) announces that 57% of the 475 million active Internet users in the world are part of a social network and that 73% (i.e., 347 million) read various blogs (there are about 184 million bloggers in the world). What blogs do they read? 26.6% of them - or 92 million people - read blogs that express their opinions on brands. Bloggers thus have a real impact on brands and their reputation. Do you know that 36% of Internet users have a more positive opinion of brands that have a blog?
As the authors of the report say: "internauts are consuming content". Social networking (Web 2.0) is therefore an extraordinary opportunity for brands - in terms of communication, marketing and advertising. How can one seize this opportunity?
A conference, organized by the Brand Science Institute, will be held on the 30th and 31st March in Paris to take stock of "Marketing 2.0 The Power of Social Media". Representatives of traditional brands (Lego, Nike, Virgin, Nokia, Ford, Southwest Airlines, etc.) will rub elbows with "pure players" (Amazon, Facebook, eBay, MySpace, SlideShare, Google, Netvibes, etc.). "Best practices" will be analyzed and new 2.0 marketing tools will be presented. A must for merchandisers and "communicators"?