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<h1 class="title">Introduction to Consumer Generated Marketing</h1>
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<p><span style="color: #000000;">By E. Mahony – eyeconomy.co.uk</span></p>
<p><strong><span style="color: #f72907;">What is Consumer Generated Marketing?</span></strong></p>
<p><span style="color: #000000;">Consumer generated marketing describes the directly-involved participation of an audience in the marketing activities of a business (/ brand), where participation is usually encouraged and directed by the business (/brand). Consumers might participate, for example by coming up with ideas for a new product (<a href="http://www.ideastorm.com/ "><span style="color: #000000;"><strong><span style="color: #333333;">for example – Dell</span></strong></span></a>), by coming up with ideas for an advertising campaign (for example, <a href="http://www.nytimes.com/2007/10/26/business/media/26appleweb.html "><span style="color: #000000;"><strong>1 – iPod</strong></span></a>, <a href="http://www.youtube.com/watch?v=XSZ6k3QIsAk"><span style="color: #000000;"><strong>2- McDonalds</strong></span></a>, and <a href=" http://www.web-strategist.com/blog/2008/03/24/case-study-dissecting-the-dell-regeneration-graffiti-facebook-campaign/"><span style="color: #000000;"><strong>3 – Dell</strong></span></a>), by making suggestions about where the brand should be heading (<a href="http://mystarbucksidea.force.com/ideaHome "><span style="color: #000000;"><strong><span style="color: #333333;">for example – Starbucks</span></strong></span></a>) and more.</span><br/>
<span style="color: #000000;">(<a href="http://www.spotlightideas.co.uk/?p=2345"><span style="color: #000000;">What is consumer generated media?</span></a></span><span style="color: #000000;"><strong><span style="color: #f92305;"><a href="http://www.spotlightideas.co.uk/?p=2345"><span style="color: #f92305;"> Here</span></a></span></strong>)</span><span style="color: #ff0000;"><br/>
</span></p>
<p><strong><span style="color: #f72907;">Advantages of Consumer Generated Marketing</span></strong></p>
<ul>
<li><span style="color: #000000;">Consumers know what they like. Lots of consumers can decide what sort of ice-cream, for example, they like. The more feedback, the better the chance of developing a popular product.</span></li>
<li><span style="color: #000000;">The more ideas (from more contributors) for an advertising campaign, the greater the chance that the advertising campaign will be a success.</span></li>
<li><span style="color: #000000;">Although audiences like advertising (and entertainment) that is well executed and clever, often they like advertising (and entertainment) that isn’t (i.e they often prefer, as a change, content that appears more ad lib than manufactured).</span></li>
<li><span style="color: #000000;">Consumers can have important role in development of marketing strategy in general.</span></li>
</ul>
<p><strong><span style="color: #f72907;">Disadvantages</span></strong></p>
<ul>
<li><span style="color: #000000;">Brands should offer something beyond customers’ expectations. Shouldn’t brands try and come up with products and services that are original and different, and beyond customers’ expectations i.e. egg-and-bacon ice-cream for ice-cream (sounds crazy but egg-and-bacon ice-cream is a popular choice in The Fat Duck, one of the UK’s leading restaurants ).</span></li>
<li><span style="color: #000000;">Ideas for adverts should be handled by experts. People in advertising will ensure that the advert is relevant (from a marketing perspective) to audiences in general. Not just this, but that the advert is different and stands out from the crowd, creatively.</span></li>
<li><span style="color: #000000;">Marketing Strategies can be complicated. A consumer might come up with a good marketing idea for a brand, but how does this idea fit in with other marketing ideas, as well as the long and short-term business goals of the company, and so on?</span></li>
</ul>
<p><span style="color: #000000;">Do you have any favourite examples of user generated marketing?</span><br/>
<span style="color: #000000;"> Do you think that consumer generated marketing can work as well for small businesses as for large businesses?</span></p>
<p><span style="color: #000000;">Updated: 27 May 2010</span></p>
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<span class="fn"><a href="http://www.rdemarketing.com/" rel="external nofollow" class="url">Audrey Julienne</a></span> <div class="comment-date">May 29, 2009 </div>
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<div class="comment-content"><p>Customer don’t see the operational part of running a business or a marketing campaign, that allows them to think outside the box without being driven by cost reductions, implementation complexity, legislation barriers, or office politics. And this is true whatever the size of the business is.<br/>
Consumer Generated Marketing is a great asset but it can’t be the only solution in a marketing plan, simply because consumers don’t see all the sides of the prism.</p>
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<span class="fn"><a href="http://adhack.com/" rel="external nofollow" class="url">James</a></span> <div class="comment-date">January 27, 2010 </div>
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<div class="comment-content"><p>At AdHack (<a href="http://adhack.com/" rel="nofollow">http://adhack.com</a>) we’ve been doing consumer-generated marketing for over a year with good results for both small businesses and big brands. We call it people-powered advertising.</p>
<p>The outcomes of the efforts always delight the brands who commission them. They get great insight, ideas and feedback. They also have the additional benefit of turning the creation of their marketing into marketing itself.</p>
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<li id="comment-5488"><a href="http://adnews.us/?p=4" rel="external nofollow" class="url">Introduction To Consumer Generated Media | Advertising News</a> - [...] Related to consumer generated media, is consumer generated marketing: here. [...] </li><!-- #comment-## -->
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