June 6th, 2007
Categories: Brand Strategy Development, Broadcast Development, Budget Planning, Business Marketing, Consumer Marketing, Consumer Trends & Forecasting, Customer Analysis, Integrated Marketing, Interactive Media, Internet Marketing, Marketing Plan Development, Media Planning and Buying, Media Production, Media Relations
There is an interesting article on AdAge.com that goes over the benefits and risks involved in using User-Generated Content in advertising campaigns. The idea is one that has been in progress for some time but it hasn’t been grasped by many companies as a viable mainstream media channel. AdAge discusses how important it is to not only know your customers but also your “enemies.” If your product has a strong following and a strong anti-consumer base you need to be prepared for either situation.
Marketing budgets won’t be changing for the new media options, marketers must be more efficient in how they spend the money.
Link: Video Report: The Role of User-Generated Content in Advertising
Courtesy of Adage.com
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