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Concept
Consumer-generated advertising
Summary
Consumer-generated advertising is advertising on consumer generated media. This term is generally used to refer to sponsored content on blogs, wikis, forums, social networking services, 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 Parade, and 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 or 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."
Sponsored post
Sponsored posts have been defined as the promoted entries or posts which contain links that point to a webpage or specific product pages of the website of the sponsor for which the creator of the content receives compensation in the form of money, products, services or in other ways.
Official source
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