Marketing is evolving into authentic participatory conversations. Once-tidy, managed marketing communications with distinct, identifiable corporate representative are giving way to a messy tangle of market-based communications consisting of multiple authors including competitors, customers, observers, workers, and curious collectives. Authorship of collaboratively-created CGC is monetarily uncompensated, unknown, and virtually untraceable. The true benefit is the process, as well as the outcome is not reliant on technical art but quite semiotic manipulation, narrative victimization, and brand character development that is complex. Consumers-especially those people who are members of active consumer collectives-are proficient skillful, and prolific in the creation of CGC, with high resonance among really engaged consumers. We urge exploiting collaborative CGC attempts toward long term marketing objectives, and offer a short tutorial.
PUBLICATION DATE: May 15, 2011 PRODUCT #: BH430-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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