Consumer-generated content elevates word on the street
By Dana Kohlbeck, PR Specialist, Coalesce, Inc.
Originally printed in the October 8, 2007, MarketSmart Column of the Appleton Post-Crescent
Word-of-mouth is a powerful advertising tool — research reveals that an astounding 67 percent of the public turn to other consumers' recommendations before purchasing a product or patronizing a business.
And with online technology moving toward consumer-generated Web content and other forms of social media, the consumer voice has never been more influential.
Companies should embrace social technology because marketers who harness and support a consumer's online voice capacity — whether positive or negative — have the opportunity to connect with potential clients and empower their brand.
What is consumer generated content: Consumer generated content (CGC) is just what it sounds like — the consumer is the publisher. Often referred to as "the voice of the consumer" or "conversational marketing," this emerging trend provides a vehicle for customers to offer and receive recommendations for anything from entertainment content to businesses' products and services.
CGC allows consumers creative expression and an opportunity to share product or business stories — sometimes creating consumer frenzies.
Incorporating CGC into the marketing mix: The key for both business-to-business and business-to-consumer marketers is to target specific online communities and create new and better ways to interact with these niche markets, inviting and integrating CGC effectively and appropriately within a brand's message.
For example, focus groups have long been a trusted source for market information.
Online contests are also quickly becoming a marketing favorite, as companies target key consumers with fun, creative challenges that encourage audiences to connect with their brands. Remington razor is interacting with their online target consumers by requesting suggestions for the best and worst dating pickup lines — with winning entries earning more marketing buzz when printed on T-shirts.
CGC contests also work well for business-to-business companies, inviting camaraderie, feedback and contribution within internal sales teams or across distributor networks.
Essentially, marketers should embrace CGC to create opportunity for consumer or employee interest and participation, providing a reason to connect and get creative with their brands.
Consumers in the driver's seat: Social media offers consumers more power than ever — more information, more choice, more control.
Marketers naturally fear giving up some of their marketing power, yet companies must constructively let go of their brands in order to be successful in the CGC world. The power and meaning of a brand (or company) exists in the minds of consumers, and in this new era of social media, consumers are quickly sharing their brand stories and impressions — with others all over the world. Marketers must monitor, manage and measure CGC and respond quickly and accordingly.
The bottom line: Marketing efforts can be amplified greatly through online connectivity and networking with consumers — and if a company does something that is worth talking about, consumers will spread the word quickly, with relatively little corporate investment.