True Consumer Generated Media Should Not Be manufactured

Over at Shake Well Before Use, Ariel wonders if Consumer Generated Media is an offensive, if not meaningless, term since its current iteration by marketers places so many limitations on it by boxing in CGM with all sorts of cut and paste rules of brand engagement. Or, worse, creating it on their own and passing it off as CGM like Pop Secret did. She argues true consumer generated media (or any term you choose to throw at it) should be organic and limitless. Opining insightfully, Ariel says marketers, in their efforts to hop on the latest trend, are wasting their time trying to create a desired reaction rather than maximizing and leveraging an already organically existing one.

Written by Steve Hall    Comments (1)     File: Consumer Created, Opinion     Aug- 8-06