Let's finally nail down all those buzzwords and terms surrounding consumer-generated media.
As the online video space evolves, it behooves us to clarify what we mean by "consumer-oriented video."
Definitions matter because they not only feed transparency but also clarify where we stand. Clarity is a good thing. Our space, I fear, is getting a bit murky.
So here's an attempt at clarity, drawing from how I usually frame the video space with clients and others:
Other Common Terms
There's a host of other terms folks use to describe what's going on in the video space: social media, user-generated content (UGC), participatory media, we media, and more. All are fine, and in some situations they may be more appropriate. I tend to emphasize tried-and-true vernacular with my clients because it helps bridge understanding much faster and helps the client sell the vision to higher levels. At the end of the day, we're all answerable and accountable to the consumers who try, buy, and judge our products. The simple distinction between "consumer" (buyer) and "marketer" (seller/persuader) helps keep us out of the fuzz.
So there you have a few ground-level definitions. In 12 months, we'll probably need to add new terms or collapse a few into a single definition.
However we cut this, my most important piece of advice to marketers, particularly CMOs, is: let's keep our descriptions honest, accurate, and consistent with the true nature and dynamic of how consumers are shaping or influencing media.
Meet Pete at the ClickZ Specifics: Online Video Advertising seminar on March 19 at the San Francisco Marriott in California.
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Pete Blackshaw, whose professional background encompasses public policy, interactive marketing, and brand management, is executive vice president of strategic services for Nielsen Online, a combination of Nielsen BuzzMetrics, a firm Pete helped cofound, and Nielsen//NetRatings. One of Pete's key focuses is helping brands interpret, manage, and act on consumer-generated media (CGM). A former interactive marketing leader at P&G and founder of consumer feedback portal PlanetFeedback.com, Pete cofounded the Word of Mouth Marketing Association (WOMMA). He authors several blogs, including ConsumerGeneratedMedia.com, and is the author of an upcoming book from Random House, "Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today's Consumer-Driven World."
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