Trendwatch: Peer armies

Vicki Loomes

New technologies have created a new mindset for consumers, making them more open to engaging with peers through reviews and ratings systems.

Trendwatch: Peer armies

Vicki LoomesTrendwatching.com

The relationship between consumers and brands is complex and evolving. Consider: over the past few years it's likely you have crowdsourced content for an ad campaign, solicited feedback on preferred flavours or products, or even implemented (or considered supporting) a peer-to-peer platform. But, in 2015 and beyond, as both sides mature, new expectations will be brought to this relationship.

Smart brands will turn to peer armies – groups of participant-customers or superfans who can supercharge effectiveness, reach and customer service for the brand in question. Some consumers will become participants, offering services in exchange...

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