The websites and technologies that came out of the web 2.0 movement have been credited with changing the way people interact. Web 2.0 tech has revolutionized communication as well as what people expect from the internet. However, there are a variety of secondary results that have come out of the widespread adoption of the beliefs and approaches that web 2.0 supports.
Business has a gained a lot from the increasing number of users sharing their opinions and beliefs about products and preferences. The information is a gold mine and many companies in the food industry have been taking advantage of this info for years to great success.
The main source of information for beverage and food companies is of course, social media. Facebook, Twitter, Google+, and many others are treasure troves of user opinions. Companies can even keep a real-time pulse on how certain products are doing based on the posts and tweets of users.
One of the most significant trends that food and drink companies have noticed in recent years is called brand fragmentation. Brand fragmentation isn’t new to these companies, but social media has allowed them to see the fragmentation much more clearly.
Basically, brand fragmentation is the idea that companies with large all-encompassing brands are able to create sub-brands and market them to a specific group of consumers. It fragments their sales from one single brand, but allows them to create products they know will be successful. Social media gives them the information they need to be even more effective with their brand fragmentation strategies.
Some of the biggest drink companies like Coca-Cola and Pepsi have gone to web denizens to find out what their next best flavor will be. Mountain Dew’s “Democracy” is a prime example of this, giving consumers the power to choose what the new flavor will be from the beverage. All of this is done with the power of the internet and social media, which has truly exploded in use in the past few years.
For more information web 2.0’s influence on beverage and food companies, click here