User Generated Context by Umair Haque
For advertisers, user generated context means that today’s focus on
finer and finer targeting must reach diminishing returns fast. The
context connected consumers create, share, and trade is, in a very
real, a powerful substitute for orthodox advertising. Who believes a
brand’s elaborate web of often conflicting messages, when ten
thousand connected consumers agree that the company behind the
brand sucks? Advertisers must stop fighting user-generated context
with traditional ads, and learn to leverage it to explode the
possibilities for seeding and joining discussions.
When i read Umair Haque’s research note at Havas Media Lab, i missed this fundamental quote. Thanks for Jordan Brooks to put his finger on it.
As usal, Umair gives here, a very very powerful roadmap.
Text tagged as: user_generated_context marketing advertising
