The Bankwatch

Tracking the consumer evolution of financial services

Today chocolate, tomorrow ….. ?

Web 2.0 shows up in odd ways, but a common theme is people being able to voice their opinions in a way that is meaningful for companies, and the smart ones listen.

What I find odd, although a sign of the times, is the phrase ‘web interest’ in this quote.  I think they mean ‘people interest’.  Hat tip JP.

Consumers have voice on Web 2.0 – International Herald Tribune

“We have noticed the Web interest for some time, and the consumer passion has undeniably swayed our opinion to relaunch Wispa,” Cadbury said. “This is the first time that the power of the Internet played such an intrinsic role in the return of a Cadbury brand.”

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Written by Colin Henderson

August 27, 2007 at 22:05

2 Responses

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  1. Three comments:

    a. Only a fool or the brand consultant mentioned in the article (who is an intermediary in customer-to-corporation communications) will hesitate to take advantage of the marketing storm generated by this and the customer pull it shows. As for debating whether 14,000 people are enough, well FMCG (fast-moving consumer goods) companies launch brands on sample surveys smaller than this. Lastly, much seems to be made of Cadbury’s decision to introduce it in small quantities for a limited period. Well duh, that’s how all FMCG products are introduced anyways, and in this case there are distinct advantages as discussed which other launches do not have.

    b. My basic problem with the Web 2.0 (today chocolate tomorrow the world?) is the underlying assumption (sacrilege!) that everyone everywhere is connected and has the interest and time to participate. This is simply NOT true. The basic prerequisite of sufficient internet penetration still remains a G8 (or G20?) country phenomenon. And I see many people, at least in India (including the teens who supposedly are living only in Orkut and Facebook and are constantly online) spending LESS time online and more time on more pressing things like their jobs and education.

    c. Your’s and JT’s site are SO similar that I wonder if one of you is a pseudonym 🙂

    Shreepad Shukla

    August 29, 2007 at 00:35

  2. b) is a good point. More and more the internet is not so global (Orkut vs FaceBook) and as you allude, the impacts of GenM/Y getting serious about studying and work is not clear.

    Colin

    August 29, 2007 at 16:26


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