In 2006 Times Magazine names “You” as their Times Person of the Year. The attribution of this prestigious title highlights the growing importance of user driven content in the online environment. Grossman, the magazines editor, describes the choice.
"It's about the many wresting power from the few and helping one another for nothing and how that will not only change the world, but also change the way the world changes."
This environment of consumer driven design and content is having major implications for the worlds of advertising, marketing and public relations. One first such example is the use of blogs and their network to create communities of interest and conversation about brands and products (Wells et al., 2008, p.278). These communities build consumer awareness without cost to the business. However such practise could also have negative consequence. Because the business is not controlling the information sharing or distribution there is the potential for consumers to disrupt the intended brand image or desired perception (Langford, 2007). There is nothing worse than having no ability to influence the communities of your customers (Langford, 2007). Coke attempted to utilise the blogging movement with the launch of its Coke Zero product, establishing a blog “The Zero Movement”. In order to control and shape the information on this site the company posted “fake” consumer blogs and comments. This was met with widespread rage amongst the blogging community, whom went as far as creating a anti coke zero website the zeromovement.
So the questioned is raised, how can companies utilise the produsage movement to further their business advantage? The Converse Shoe Company is an example of a company utilising the produsage phenomenon for business benefit. They have run a series of successful campaigns in which consumers have created short commercial, with thousands of entries submitted (Walker, 2006). Not only is the company receiving an astronomical number of creative ideas, which directly appeal to consumers, they are developing a personal connection with the creators of this content. The press or “buzz” surrounding the campaign was also significant which suggests the genre has some scope in the field of Public Relations (Moskowitz, 2008). Analysis of the ads could also offer an insight into the perception of the brand held by the consumer creators.
Utilised correctly consumer driven design and content can be a promising way for engaging the consumer community and developing hype around a brand or product. But companies beware. The execution of a campaign to include these produsers requires a high level of innovation, and individual appeal. Replication of past successes is not sufficient for future successes (Moskowitz, 2008). But if done right consumer driven design and content may be just the way to reach an increasing fragmented and technologically savvy target market (Moskowitz, 2008).
Bibliography
Langford, A. (2007) The Use of Personalization and Customization in Marketing and Advertising. http://www.flexistuff.com/index.php?/archives/22-On-Consumer-Driven-Design.html (as accessed 29th April, 2008)
Moskowitz, R. (2006). Are Consumer-Generated Ads Here to Stay? http://www.imediaconnection.com/content/9521.asp (as accessed 29th April, 2008)
Walker, R. (2008). Free Advertising. The New York Times. http://www.nytimes.com/2006/05/28/magazine/28wwln_consumed.html?ex=1306468800&en=6e51b5bca778f366&ei=5090&partner=rssuserland&emc=rss (as accessed 29th April 2008)
Wells, Spence-Stone, Moriarty and Burnett (2008). Advertising Practises and Principals. Frenchs Forrest: Pearson Education
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2 comments:
Hi Melinda,
I’m glad someone wrote a blog about this because it is an interesting topic. You have highlighted the use of blogs and their network to create communities of interest and conversation about brands and product (Wells et al., 2008, p.278). One example of this could be within BubHub.com.au, where mums discuss baby products, places to eat, food to buy and whether or not certain forms of entertainment are appropriate for their children. This is useful to advertisers only to a certain extent, like you have pointed out, and equally advertisers or product owners could be disappointed a the outcome of such discussion.
What concerns me is how little we know about the people who form the community that we are a part of. How is it that we trust MumWKids112 isn’t a promoter or advertiser? It becomes difficult to draw the line in the sand between honest chit chat and an element of brainwashing (for lack of a better word). Fruity Beauty (fruitybeauty.com.au) is also an example of blurred lines and conflicting interests. The author, Zoe Foster, is a well known beauty editor and is sent products from companies everyday so that she can test them and maybe write about them. Her blog, she insists, does not receive sponsorship and is simply her own judgments. But she would surely write about what she has received because that is what she has access to.
It’s a tricky topic but really great to look into.
I also found the trend of consumer generated advertising intriguing when I came across it on the video sharing, citizen journalism site, Current TV. Trendwatching.com states “there is no stopping the trend of creative consumers contributing to, or even owning advertising campaigns” and we have already seen numerous brands such as Sony, Toyota and Loreal jump aboard this trend, running competitions to solicit consumer made advertising.
http://www.trendwatching.com/trends/customer-made.htm
The argument for this trend is that by enlisting consumers to create the ads for them, brands gain awareness, cut out advertising costs and proactively respond to the consumer demand to be actively involved.
But, there is a lot of industry criticism for consumer created ads and as an advertising student, I can understand why. I have spent the last 3 years learning that there is a great deal of work that goes into an advertising campaign, beyond just coming up with a creative idea and owning a video camera. Consumers might come up with clever, creative ads, but as Yohn (2006) argues, they exist independently and lack brand consistency. Consumers lack the insight and knowledge of the brand as well as the motivation and incentives that is needed for great, successful advertising. Brands can’t rely on consumers to do their work for them and they can’t guarantee a quality of work produced. So while the idea of consumer created ads is appealing, I think the role of the advertising agency is safe for now.
Yohn, D. L (2006). Do Consumers always know best? Accessed May 12, 2008 form
http://www.brandchannel.com/brand_speak.asp?bs_id=141
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