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User-Generated Advertising – How Effective is it? |
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The advent of YouTube and its subsequent buyout by Google has inspired a growing trend towards companies asking consumers to ‘create our advert for us’. Travelistic.com encourages travellers to post their own travel videos and commentary on their site. Toyota's ‘Hybrid’ site asks its nearly 10,000 users to submit video or written messages on why they have bought or support the car maker's Hybrid model.
It’s long been accepted that testimonials are one of the best forms of advertising, but how far do companies expect consumers to go to advertise their products? And is it as effective as they seem to believe? A recent survey by the American Marketing Association indicates that although adults in the 25-64 age group approve of companies using this method of promotion, younger adults remain sceptical. Of the adults surveyed, 68% felt that consumer-generated ads were more customer friendly, creative (56%) and innovative (55%). Figures for the 18-24 group told a different story, with over 20% believing these ads were less trustworthy and less customer friendly (13%) than traditional advertising. Many believe these figures reflect a general reluctance among young people to buy into company-sponsored messages and advertising in any form, although it could also suggest a desire to switch off from the 24/7 online bombardment of information that is increasingly becoming the norm for many of us. However, current trends certainly indicate that user-generated content seems to be the favourite for many advertisers, although companies used to having complete control over their marketing messages may need to tread carefully. In one widely publicised case, US car manufacturer Chevrolet allowed website visitors to create a commercial for its ‘Tahoe’ sport utility vehicle. The feature was quickly withdrawn after SUV activists made videos condemning the effects of such vehicles on the environment.
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