According to the fifth annual PRWeek/Manning Selvage & Lee Marketing Management Survey, polling 279 U.S. Chief Marketing Officers, Vice Presidents of marketing, and Marketing Directors and managers, and focussing on new media/CGM, integrated marketing and industry ethics, only about 12% respondents had CGM on their mind when considering marketing platforms.
Now why is this so?
CGM or consumer generated media is gaining importance as the newly empowered consumer finds himself with a voice to express his opinions and post purchase emotions.
Organisations on one hand have a set of satisfied customers generating content about their positive experiences and influencing product adoptions by their friends and relatives, and on the other hand have to contend with unhappy customers sharing their woes with the threat of doing so in a technologically empowered digital environment capable of replicating the thoughts umpteen times, as people take to reading each others creations and linking to them.
As per the ADAGE article on the above subject, reasons for non-adoption of CGM as a promotion tool by several organisations stems from-
1. Fear of empowering a consumer to the point of no control.
2. No clear ROI on the subject yet.
However, the cost-effectiveness of this media over traditional media is bound to eventually let it get into vogue sooner or later.
Agreed that organisations are wary of embracing a medium where the echo of the consumer voice may be uncontrollable, but in an era where marketers are talking about
–Customer Relationship Management
-Customer Lifetime Values
-Increasing customer shares rather than market share
-Customer data warehousing and datamining and
-Using customers as brand evangelists,
will it not be contradictory to keep the consumer voice muffled?…After all, the consumer was the king…and we all seemed to know it.
Also blogging at Marketology-Emerging Trends