© Web 2.0 Citizens blog
Consumer 2.0 -
“Web 2.0 citizens”
“As powerful as it is technology is just enabler and it’s the technology in the hands of almost always connected people that make it so powerful”
(Blume, 1996; citied in Li and Bernoff, 2008)A decade ago Raaij (1998) identified that social and technological developments will create newoptions and possibilities for consumers and will bring some real changes for marketingmanagers. For the past 18 years the active discussions have taken place in marketing literatureanalyzing the relationship of postmodern marketing, semantic web, interactivity, tribes andchanging consumer behavior (Raaij, 1998; Flart et al, 1995; Cova 1997; Constantinedes, 2004;Simmons, 2008), but only today the discussed thoughts embrace their real meaning. The massacceptance of the Web as social medium is the biggest recent change in internet behavior whichallows the postmodern marketing concepts to flourish (Razorfish, 2008). These changes inpostmodern marketing era are mostly driven by the new consumers. Digital natives, Millennials,Generation Y it just a few names often met in marketing literature, describing the new generationof tech-savvy, success driven, self-confident, independent but community-minded people(Deloitte, 2005). According to Tapscott (2008,) that it is the first global generation ever which issmarter, quicker and more tolerant of diversity than their predecessors. Millennials neverexperienced life without computers and are just a click away from the world any minute. Thereverse accumulation of knowledge is typical for them - the younger they are, the more theyknow (Deloitte, 2005). Tapscott (2008) identifies eight norms that define Net Geners:
They value freedom and choice in everything they do.They love to customise and personalise.They scrutinise everything.They demand integrity and openness, including when deciding what to buy and where to work.They want entertainment and play in their work and education, as well as their social life.They love to collaborate.They expect everything to happen fast.They expect constant innovation.