User Generated Marketing
Who do you pay more attention to these days when you’re searching for information about a product or service? The well produced corporate communications campaign or an actual consumer with first hand experience but perhaps a slightly unpolished presentation?
If that consumer comes across as genuine and knowledgeable, then for me it seems that more and more my somewhat subjective scales of credibility will tip in their direction. Research suggests that chances are you may share this view as well.
Which leads to the question…
Is there a more effective evangelist today than the articulate and motivated consumer?
Granted, the influence of the actual consumer on the buying behavior of the potential consumer has been a force in the marketplace since Adam Smith thought writing a book might be a good idea. But the change we’ve all been observing over recent years is the actual consumer’s ability to more easily attract an audience of potential consumers to share their experience with.
The mouth in word of mouth is getting bigger by the day and is learning to speak new languages.
But as the barriers to distribution so gloriously get stripped away and the tools to create become easier and more affordable, I sometimes wonder if I’ve fully grasped the concept that the motivated consumer may now have something even more valuable to share than simply their opinion, online rating point, inbound link or referral.
Is it possible that the organic spark of a true believer can capture and communicate the authentic you better than anyone?
After all, advertising is content. And as User Generated Content continues to dominate the headlines for so many reasons, discounting its value in your marketing mix increases the odds of suffering that sad consequence known as missed opportunity.
I think most of us get that now. But how do we take that first step?
If you’re looking for ideas on how to tap into the higher powers of the passionate consumer, the Firefox Flicks contest from earlier this year is not a bad place to start. I thought the winner did a nice job of conveying the Firefox attitude of openness and freedom in this traditional :30 second spot.
Or if your customers for some reason currently lack the will to join the fight then you may find creating passionate users to be a great place to get inspired. Many do.
As you chart your own path, the biggest challenge may be remembering that the mission here is not to manufacture or create but rather to discover and unlock the magic that can only occur when customers enthusiastically join the team.
The catch of course is that your customer may take you someplace you never imagined you’d be going.
Enjoy the ride.
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