However, the emerge use of video-hosting sites such as Youtube has allowed the consumer to become the broadcaster which provoke a revolution in advertising. Now, not only firms who are able to create ads but consumers are able in doing so.
The reasons on why the consumers generate their own ads are varied, for instance:
1. For the sake of creation and self enjoyment - Ipod Dance
2. Aiming for self-promotion - Iphone New York
3. Aiming to change the audience perceptions - the Starbucks Ad
Video-hosting sites such as Youtube - not only give benefits to the firms as they can promote their product/brand in it but it also give benefits to the consumers to publicise their creativity and opinions.
Thanks Farissa - some good examples.
ReplyDeleteYes, user-generated content (UGC) is now very easy to develop and spread. Consumers now have a much more powerful voice than they used to have, thanks to YouTube, etc.
So, what should marketers do? How can they use their customers voices to add value to other customers? I'd love to hear what others think about this?
I agree, marketers should use this content generated by their customers to their advantage. But how? If you see a vid popping up of your brand, do you send it on and hope it spreads? Or do you leave it, hoping it will go viral by itself and therefore be more credible?
ReplyDeleteRoss