Brand considerations in social media marketing

This paper argues that allowing consumers to “co-create” or “co-author” products–i.e., directly engaging and encouraging consumers to participate in new product development processes–taps vast wells of creativity while exploiting certain cost efficiencies in terms of labor. Similarly, this paper explores how Web 2.0 will fundamentally (has fundamentally) changed the manner by which companies must brand themselves. Gone is a command and control ethos. Emerging is an empowerment and transparency ethos:

  • engagement replaces interruption
  • diversity and self-expression replace conformism and unity
  • the media of the masses replace mass media
  • granular insights and rich data replaces generalisation
  • conversations in marketing replace control

As examples of this new paradigm, the paper points to Dove’s (note too the related contra-positive consumer-generated videos) and Nike’s strategic Web 2.0 marketing successes.

Leave a Reply

Your email address will not be published. Required fields are marked *