More on Consumer Generated Marketing

In support of my last post, check out P&G's new effort to get consumers involved in the marketing of Pringles in the UK.

Consumer Generated Marketing

Ok, an idea I had thought of some time ago is finally coming to the mainstream, consumer as marketer. We've known for years that consumers - through focus groups - have helped marketers better understand how people use their products and how to make them better. This has recently been pushed harder to a trend I see coming full-speed ahead - consumer generated marketing. I'm calling it.

Beginning Jan 1, 2008, a new site www.bootb.com is launching. The idea is simple, companies post their marketing briefs and assign a budget, Consumers then compete to develop campaigns to help solve the problem. The winners get 90% of the budget. Some samples on the site today include a new Disney project.

This is just the beginning.

Ageism On Steroids

Ok, get this, many people in the corporate communications world are so obsessed with the new digital divide (under 30 vs. over) that there are rumours about that no CEO wants a head of communications over that magical age. What I would like to call is a new ageism that apparenetly is real. Does this mean if you are over 30, you are cooked? I hope not but it does catch your eye. The one falacy with all of it of course is that age by itself is not a competitive advantage. Age by itself is not a differentiator. I went to a conference this month where the organizers had a recent college graduate stand up and introduce himself as a "digital native." He then lamented that all of the digital work in his agency was falling to him and his underlying message was he didn't know what he was doing.

I'd like to call two things: first, that age alone cannot carry the day. And secondly, that the smart ones will leap on board this digital train and keep honing their skillset while levergaing the assets of the their experience.

The Human Touch

I'm noticing a trend that I would like to call: the rash of social networking and life in the e-world, and the possible outcomes.

Given that literally everyone under 30 has a blog (Facebook is really a blog after all), I'm seeing that it is easier than ever before for people to voice their opinions. (Obvious.) Just look at Comcast Must Die and other consumer compliant sites, and you will see a new froth and range of consumers who feel they have been wronged. It is simple to complain or give priase (allright, mostly complain.) What is really interesting, however, is that while it is simple to complain online, it is much harder to have the guts to face conflict in the workplace or at home. In other words, many of those who are bold online would rather NOT send a poorly cooked meal back or not step up to a bully. And, with all these secret e-lives in motion, I believe there will eventually be a backlash and the next generation, while easily using technology, won't be so obsessed with it. Think about the major ups and downs of trends this century. The 20's gave Americans wealth until the end of the decade, the 30s despair, the 40s war, the 50s gave us an ideal and more war, the 60s Vietnam and the 70s free love. The 80s was a retun to family values, the 90s brought us GenX and a reworking of thinking about the corporate ladder and the 2000's a kind of funky complilation of all of it. So, look out for a return to the power of the human touch where those who can balance the e-world and the real world will thirive.

Mobile Solar

I'm calling it. Look out for solar panels mounted on the top of trucks and big rigs around the country. It is almost a no brainer. The only challenge is what will the power charge? This is also a natural for the Prius and other already hybrid cars. Let's give early kudos to UNLV for their solar golf cart and use it as a signal that we are wasting miles and miles of truck tops that can be generating free, clean energy!

India as the Next Madison Avenue?

Forget call centers, I'm envisioning full-fledged marketing and communications hubs in India. Levnovo was the forerunner opening a marketing services hub there in July. Imagine if PR firms, for example, were to start similar ventures where creative directors, media specialists and writers in India supported on the ground teams in the US, Europe and other markets. One of the biggest challenges in the public relations industry today is the quality of writing. India has a well-qualifed English-language workforce and could be critical to the process of improving client service. So, I am calling it here, creative hubs will start popping up in key markets in India and smart public relations firms will benefit.

Rent a CMO

Today's CMO has an average tenure of no more than 18 months! Some firms churn and burn CMOs like other people use paper towel. One trend I've spotted and would like to call first is the outsourced CMO. No, this time it isn't going to happen in India, but rather on Madison Avenue. Look at companies like one consumer electronics firm basedin California and you see the outsourced CMO. This company has decided not to hire a full-time CMO and rather consults with a former CMO based in New York. And, I would like to go one step farther and call the rise of CMO teams. These will be two or three former CMOs joining togehter to counsel clients. This trend will be a win-win for the company and for the CMOs who will begin to shift the balance of power.

For more on the topic, check out Seth Godin's blog.