The connected consumer determines the production

Consumers are talking - constantly through the Internet - and it’s they and not the companies; as they were happening so far, those who lead the conversation about products and services.

We can say that the world based on supply has given rise to the world based on demand, where the consumer is in charge. Yesterday's consumer compared a limited set of offers, and communication was unidirectional under the control of marketing campaigns. Today, the consumer is in charge. They surf the Internet trying to find what they are looking for, and if they cannot find it, they start conversations about it, which has a radical influence on the orientation of the production.

Companies should try to control these conversations and capitalize on them to adapt their offer to the real needs of the market.

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