Consumer-generated advertising

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Consumer-generated advertising is advertising on consumer generated media . [1] This term is used to blogs , wikis , forums , social networking sites and individual web sites. This sponsored content is also known as paid posts. The content includes links to the home page or specific product pages of the sponsor’s website . Examples include Diet Coke and Mentos videos , I’ve Got A Crush On Obama video , and Star Wars fan movies. Companies That employed-have consumer-generated ads include Subaru North America, [2] McDonald’s , [3] Rose Parade [4] and Toyota North America. [5] [6]

The practice of consumer-generated marketing has-been in use for Several years with the emergence of communal forms of information sharing Including weblogs, online message boards, podcasts , interactive broadband TV and other new media That has-been adopté by Consumers at the grass roots level to establish community forums for discussing their customer experiences.

Consumer-generated marketing is not the same as viral marketing or word of mouth advertising, however, the result of it achieves a high level of publicity within high relevance communities. These communities are extremely critical to the success of a brand, and normally follow the 80/20 rule , where 20% of the brand’s customers account for 80% of its sales. The very act of reaching out to consumers to co-create and co-creatives, is a fundamental component of the marketing campaign. The construct naturally lends itself to other consumer-marketing activities, like “communal branding” and “communal research.”

Sponsored posts

Main article: Sponsored post

Sponsored posts-have beens defined as the Promoted entries or posts qui Contain links That points to a webpage or specific product pages of the website of the sponsor for qui the creator of the content Receives compensation in the form of money, products, services or in other ways. [7] As Opposed to the graphical ads (in the form of banners or buttons), qui-have-been around on websites for quite Some Time, the sponsored happy May be in the form of feedback, reviews, opinions, or videos other happy. Forrester uses the term sponsored chat qui Refers to sponsored chat qui Involves payment to bloggers and other Consumers Who generate the advertising, to create transparent and genuine happy about the brand.

Communal marketing

Communal marketing refers to a marketing practice that incorporates public involvement in the development of an advertising / marketing campaign. Such a campaign invites consumers to share their ideas or express their articulation of what the brand means to their own personal stories, with the use of print media, film or audio. The resulting consumer-generated content is then incorporated into the campaign. Finally, the result of this cooperation is showcased, Often in a cross-media campaign, to invite the extended community of like minded Individuals to share in the results, thereby Creating a municipal bond entre les “brand champions have Advertisers” and other Individuals who have a natural affinity with what the brand has to offer. The result provides a deeper connection to the core market, while also opening up new customers. [8]

Anytime a brand Reaches Out To icts audience to invite ’em in to Become Co-Collaborators in the development of an advertising campaign, They Are participante in a “communal branding” effort. Whenever marketing decisions are the result of communing with the brand’s audience to help drive the development of a campaign, they are engaging in “communal research.” For example, Peter Jackson , in the making of the Lord of the Rings , reaches out to the loyal followers of the book to help weigh in on some major directorial decisions.

Customer rewards

Joel Moss Levinson wins 11 consumer generated marketing contests, and earned more than $ 200,000 in money and prizes, by creating corporate jingles and short commercials. [9] [10]

Customer Loyalty

Customer loyalty can be defined as the result of an affirmative positive experience, a physical attribute-based satisfaction and perceived value of an experience, which also includes products or services. Customer loyalty can also be related to the customer experience as it blends the physical, emotional and value elements of an experience into one unified experience. Maintaining faithful customer costs a company less than acquiring new ones. [11]Customer experience management is one of the most cost-effective way to customer satisfaction, customer retention and customer loyalty. Customer loyalty is important to a business because it is loyal customers and is more likely to purchase high-margin supplemental products and services. Loyal customers also need organizations when they become loyal customers of the company’s net promoters. Customer experience programs are one of the most effective way to differentiate an organization from its competitors. This level of differentiation effectively drives customer loyalty when customers are involved on an emotional, intellectual or spiritual level. [12]

Customer loyalty schemes are an effective way to improve the organization’s customer retention levels and profitability. To build a loyal customer, organizations need to recognize and reward their best customers. Loyalty schemes can be used to incentivize customers and increase their profitability. An organization’s loyalty programs enables them to focus on loyal customers and improve satisfaction levels. Faithful customers are more likely to pay more than usual, which in turn can boost an organization’s cash flow. Increased loyalty of customers also extends the time that they place their business with the company, meaning they will stick to the business more often and in an extended period.[12]

Customer loyalty schemes also improve their loyalty schemes. It also helps companies to identify customer behavior and focus on them. Customer loyalty schemes can also be used to win the customer’s attention. The data generated by a loyalty scheme. It can help point out defection patterns from customers and also help organizations improve their product range and stock selection. [12]

References

  1. Jump up^ Mutum, DS & Wang, Q. (2011). Consumer Generated Advertising in Blogs. In Matthew S. Eastin; Terry Daugherty; Neal M. Burns (Eds) Handbook of Research on Digital Media and Advertising: User Generated Content Consumption (Vol 1), IGI Global: Pennsylvania, 248-261. [1]
  2. Jump up^ “TagKast” .
  3. Jump up^ Heine, Christopher. “What McDonald’s Is Doing on Snapchat [infographic] Fast food giant’s tactics come to light as well as brand-related stats” . Adweek.
  4. Jump up^ “Rose Parade – Attended Generated Ads” .
  5. Jump up^ “Virtual Photo Booth Case Studies” .
  6. Jump up^ https://www.forbes.com/sites/onmarketing/2013/07/02/consumer-generated-ads-good-for-retention-bad-for-growth/
  7. Jump up^ Mutum, DS & Ghazali, E. (2014). Personal Blog Marketing. In Ali Ghorbani (Ed) Marketing in the Cyber ​​Era: Strategies and Emerging Trends[2]
  8. Jump up^ Schivinski, Bruno; Dąbrowski, D. (2014). “The Effect of Social-Media Communication on Consumer Perceptions of Brands” . Journal of Marketing Communications : 2-19. doi : 10.1080 / 13527266.2013.871323 .
  9. Jump up^ Clifford, Stephanie (October 27, 2008). “Finding a Gold Mine in Digital Ditties” . New York Times . Retrieved 2008-10-28 . So far, Mr. Levinson, has won 11 contests – earning more than $ 200,000 in money and prizes. His success has made him into the digital age of Evelyn Ryan, the woman from Defiance, Ohio, who was successful in winning commercial jingle contests in the 1950s and ’60s.
  10. Jump up^ “Internet Crush: Joel Moss Levinson” . New York Magazine . Retrieved 2008-10-28 .
  11. Jump up^ “Customer Loyalty | Beyond Philosophy | CX Consultants” . Beyond Philosophy | CX Consultants | Customer Experience . Retrieved 2016-04-01 .
  12. ^ Jump up to:c “Customer loyalty” . Marketing Donut . Retrieved 2016-04-01 .