CGM si ma con moderazione!!

Denise Lee Yohn, su Brandchannel, riflette sull’opportunità di spingere i consumatori a creare advertising (CGM/C). 

Vi riporto  alcuni stralci interessanti:

Sometimes trends are worth bucking. Take the case of the latest marketing rage: soliciting advertising from customers, also known as, V-CAMs (viewer-created ad messages).

Last year Current TV announced Sony Electronics was airing the first V-CAM. Sony offered US$ 1,000 for the best spots, as judged by Sony, Current TV (where V-CAMs originated), and a viewer poll. Winners were posted on the Current TV site. Toyota and L’Oréal soon followed suit.

As a short-term promotional tactic or product demonstration (for example, airing spots shot with Sony Handycams to promote the camcorders), this approach may make sense. Smaller companies with barebones marketing budgets might be forced to consider this path if the alternative is to not advertise at all. 

Lack of brand consistency is a basic reason why V-CAMs don’t make sense. Branding 101 says brand strength is developed by expressing and delivering the brand promise consistently across all touchpoints and over time. So why would a marketer want to run a bunch of ads created by different people with different messages using different creative approaches? Isn’t brand inconsistency sure to result?

This is because consumers know what they know at the moment—they know why they like a product—but they don’t know the vision of the brand. They don’t know the company’s dreams and aspirations for the brand, and so they lack the insight and foresight to realize an ad’s full potential.

Now, I’m not questioning the effectiveness of some brands’ consumer-created ads. Converse and MasterCard stand out as companies that have not sacrificed brand consistency, thought leadership, or alignment in their efforts to engage their consumer base in fresh, interactive ways.


5 Risposte to “CGM si ma con moderazione!!”

  1. Suppliers of solar systems in Mossel Bay Says:

    Excellent article. Keep posting such kind of information
    on your site. Im really impressed by it.
    Hey there, You’ve performed an excellent job. I will definitely digg it and for my part suggest to my friends. I am sure they’ll be benefited from this web site.

  2. first term pregnancy Says:

    I tend not to drop many remarks, but after reading through some
    of the remarks on this page CGM si ma con moderazione!! [Marketing] Departure lounge.
    I actually do have 2 questions for you if it’s allright. Could it be simply me or does it give the impression like a few of these remarks come across like they are left by brain dead folks? 😛 And, if you are posting at additional sites, I’d like
    to keep up with you. Could you make a list of every
    one of your social community sites like your linkedin profile, Facebook page
    or twitter feed?

  3. Charline Says:

    Thanks for your marvelous posting! I genuinely enjoyed reading it, you might be a great author.
    I will make sure to bookmark your blog and will often come back in the
    foreseeable future. I want to encourage one to
    continue your great writing, have a nice afternoon!

  4. hjemmeside design priser Says:

    May I simply just say what a comfort to find someone who genuinely understands
    what they’re talking about on the web. You certainly understand how to bring a problem to light and make it important. A lot more people should check this out and understand this side of your story. It’s surprising
    you are not more popular given that you surely have the gift.

  5. mind Says:

    Hey! I know this is kind of off topic but I was wondering if you knew where I could get a captcha
    plugin for my comment form? I’m using the same blog platform as yours and I’m having trouble finding one?
    Thanks a lot!


Inserisci i tuoi dati qui sotto o clicca su un'icona per effettuare l'accesso:


Stai commentando usando il tuo account Chiudi sessione /  Modifica )

Google+ photo

Stai commentando usando il tuo account Google+. Chiudi sessione /  Modifica )

Foto Twitter

Stai commentando usando il tuo account Twitter. Chiudi sessione /  Modifica )

Foto di Facebook

Stai commentando usando il tuo account Facebook. Chiudi sessione /  Modifica )


Connessione a %s...

%d blogger hanno fatto clic su Mi Piace per questo: