Consumer-generated advertising | Solutional Webdesign Antwerpen

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Consumer-generated advertising^[5] é um marketing strategy^[2] where consumers contribute to a brand^[8]’s promotional efforts. This approach involves various forms, including sponsored posts, communal marketing, loyalty^[6] programs, and consumidor^[7] participation in creating content such as reviews or videos. The impact on brand perception can be significant, potentially enhancing engagement, increasing brand awareness^[4], and influencing purchasing decisions. However, there are associated challenges and risks, such as loss of brand control, legal issues, difficulty in measuring return on investment^[1], and potential negative brand perception. Effective strategies to leverage consumer-generated content might include encouraging user participation, establishing content guidelines, collaborating with influencers, and monitoring feedback. Future trends in this field may involve micro-influencers, video content, realidade aumentada^[3], personalized campaigns, and AI-driven approaches.

Definições de termos

1. ↑ return on investment. Return on Investment, commonly known as ROI, is a critical financial measure used to determine the efficiency and profitability of an investment. It's calculated by dividing the net profit from the investment by the initial cost, then expressing the result as a percentage. This handy metric offers valuable insights into the performance of an investment over time. In the world of business and marketing, the ROI metric plays a pivotal role in assessing the success of projects and marketing campaigns, and in deciding where to allocate resources. Additionally, understanding ROI helps businesses optimize their strategies, justify budget allocations, and improve overall profitability. However, calculating ROI isn't always straightforward, being influenced by factors like market conditions, audience response, and competition among others.

2. ↑ marketing strategy. "Marketing Strategy" is a term that encompasses a company's broad plan for its marketing efforts. It includes mapping out the direction for future planning periods, focusing on customer value, and anticipating growth. This strategic planning aims to bridge the strategic gap for sustainable growth by organizing resources for a competitive edge. A marketing strategy also involves long-range planning to identify new business opportunities and potential threats. It utilizes various components such as pricing, customer service, go-to-market strategy, packaging, and market mapping. Additionally, this strategy uses metrics for tracking performance and strategic analysis to identify the company's current position. It also requires a clear vision and mission statement for the organization. Furthermore, strategic planners use various research tools and analytical techniques to evaluate competitive brand performance. Ultimately, a marketing strategy seeks to obtain a sustainable competitive advantage.

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Glossário

Publicidade gerada pelo consumidor (Wikipédia)

Publicidade gerada pelo consumidor is advertising sobre consumer generated media. This term is generally used to refer to sponsored content on blogs, wikis, forums, serviços de redes sociais, and individual websites. This sponsored content is also known as sponsored posts, paid posts, or sponsored reviews. The content includes links that point to the home page or specific product pages of the website of the sponsor. Examples include Diet Coke and Mentos videos, the "Crush on Obama" video, and Star Wars fan films. Companies that have employed consumer-generated ads include Subaru North America, McDonald's, Rose Paradee Toyota North America.

The practice of consumer-generated marketing has been in use for several years with the emergence of communal forms of information sharing including weblogs, online message boards, podcasts, interactive broadband TV, and other new media that has been adopted by consumers at the grassroots level to establish community forums for discussing their customer experiences.

Consumer-generated marketing is not the same as viral marketing ou word of mouth advertising; however, the result of it achieves a high level of publicity within high relevance communities. These communities are extremely critical to the success of a brand, and normally follow the 80/20 rule, where 20% of the brand's customers account for 80% of its sales. The very act of reaching out to consumers to invite them in as co-collaborators and co-creatives, is a fundamental component of the marketing campaign. The construct naturally lends itself to other consumer-marketing activities, like "communal branding" and "communal research."

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