Could we use UCC for commercial?
I'd like to introduce following article from Joongang daily & joins.com :
Competitions for user-created videos are being used extensively as marketing tools, but that doesn’t mean they are effective, a private think tank said. According to “Facts and Fiction of UCC Marketing,” a report released by the Samsung Economic Research Institute for the Web site SERI CEO, the videos that people make for companies to use for marketing are often low in quality and time-consuming. Creating “amateur” videos is also costly, the report noted.Senior researcher Noh Jae-beom said that companies that ask people to create user-created content doesn’t always attract their target consumers. “Only a few of the people who make videos actually like the company’s products or brand. They are just participating in UCC events as a means of standing out or having fun. It is not easy to find the high quality content that companies are looking for,” Noh said.The think tank pointed out that UCC-related events are becoming a fad, giving Nongshim’s ramen advertisement, Orion’s Swing Chip advertisement and Gwangdong Pharm’s Vita500 advertisement, which all incorporate UCC, as examples. It noted that such UCC marketing is used mainly by the food and beverage industry.“In the near future, user-created content will go from being a simple means of amusement for Web users to a strong marketing channel. But from a corporate point of view, the company should not expect short-term marketing success or high artistic value in the videos they receive,” Noh said. “A long-term approach is needed to utilize UCC as a forum for communication and exchange in order to create a close relationship with the consumer.”Regardless of this, entities are still using such self-generated content. Lenovo Korea, for instance, is using UCC content to find a Korean Olympic torch bearer. People can apply by posting videos on Pandora.tv.
From www.joins.com , August 23, 2007
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2 comments:
I agree that UCC(UGC) is not effective tool for marketing since that the pervasion of UCC ads is not controllable.
I used the word "pervasion". In legacy media, the ads was "distributed". It means that the time/place/probability/target custmer were selected and the ads is distributed as to the medium as planned.
But I think that the pervasion of USS is defined and drived by the consumer not by the producer.
The hit of few UCC ads would be just windfall just happens in everyday not the result of planned marketing.
Marketing guys only expect that their contents would get buzz effect and focus on the low cost of creation and distribution.
But lemons are lemons. This channel(Internet) is not the one they controlled before.
I read this news with interests.
I think Consumer behavioral approach whether it UCC or not.
Of course, UCC may influences consumer's online information search activity. but, most of product or brand attitude originates from the degree of involvement. and, Marketing is targeting. No targeting , no marketing. the utility of UCC to marketing tool is curious to me.
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