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Do you remember the “Pepsi- Crash the Pepsi IPL” campaign of Ranbir Kapoor and Virat Kohli? No? I will tell you about this. It is a campaign of Consumer-Generated Marketing or Customer Engagement Marketing (CGM)

Pepsi launched the ad campaign in India in which the company asked the viewers to create an IPL ad with Pepsi and upload it through the website. And the selected ad will replace Pepsi’s official advertisement and showcased on Social media platforms and TVs.

In Consumer-Generated Marketing, companies use their consumers or users for the ad instead of creating it by ad companies. Here we will know all the essential points about Consumer-Generated Marketing.

So let’s check what are the main bullets about the topic:-

Definition of Consumer-Generated Marketing
Types of Consumer-Generated Marketing
Consumer-Generated Content
5 Best Consumer-Generated Marketing Campaign
How to plan and run the campaign
Advantages of Consumer-Generated Marketing
Conclusion
Frequently Asked Questions

Definition of Consumer-Generated Marketing

Consumer-Generate Marketing is the type of marketing in which companies invite their consumers to develop Content for the company’s marketing campaign or review their products through blogs, articles, videos, images, podcasts, etc.

Therefore Consumer-Generated Content is used to describe the company’s products. Videos and podcasts are the primary used Content for consumer-engagement.

Social media post sharing and tagging, Whatsapp sharing, writing blogs, and articles about the product, product reviews, forum comments are Consumer-Generate Marketing. 

Let’s check out some of its types.

Consumer-Generated Marketing

Types of Consumer-Generated Marketing

There are many types of Consumer engagement marketing in which companies use to market their products or services.

Companies communicate with consumers to participate in the campaigns and advertise their products. Here we will see some useful types of Consumer-generated marketing:-

  1. Using Products Review and Feedbacks
  2. Using Social media Sharing
  3. Contests.

Using Product Review and Feedback

In the era of the Internet, people are so aware. They check all the ratings & reviews before buying any products or services. They also read feedbacks given by the previous users.

So companies give options for review and feedback on their website and App. Here, consumers can provide ratings, discussions, and feedback for a particular product. Companies use there reviews and ratings to promote their products and services.

Using Social media Sharing

According to The Hindu News survey, on average, Indian people spent 2.4 hours on Social Media platforms daily, which is vast.

Therefore Companies target the social media platform to advertise their products or services.

They interact with their consumers to post, tag, and share their product’s Content so that company builds trust for the products, and more and more people can engage with the products.

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Consumer-Generated Marketing

Contests

Companies can create contests campaigns for their products, so consumers interact with the product. The contest excites the consumers, which is beneficial for the company’s product.

For Example, suppose you are a Salon owner. You have created a contest with the title “Self Makeup & Tips” in which people do self makeup with tips and share their pictures on social media with the hashtag #SelfMakeupWithTips. You will give prizes to the selected consumers. 

Because of this, people will engage in this contest, and it will create the spark on social media, and you will get posts and tips content for your social media.

Did you ever heard about consumer- generated content? No? Lets us show you what it is.

Consumer-Generated Content

The essential constituent of Consumer-Generated Marketing is “Content.” Consumers create Consumer-Generate Content is the Content to describe the company’s products.

Consumer-Engagement Content includes Social media post sharing and tagging, Whatsapp sharing, writing blogs, and articles about the product, product reviews, forum comments.

Meanwhile, the future is in audio and video content. So nowadays, making short videos and podcasts is also use for consumer-engagement Content. 

For Example, you will know about “Technical Guruji.” What does he do? He creates videos on Youtube to give information about electronic technologies and newly launched mobile phones and gadgets.

Therefore he also does unboxing of those mobiles which do not launch yet in India. Companies pay him to for reviewing their Cell Phones. So these all are the part of Content Generate Content and marketing.

5 Best Consumer-Generated Marketing Campaign

Many global companies use the Consumer-Generated Marketing campaign. Companies like Apple, Coca-cola, Pepsi, etc. are some of them who have used the CGM campaign for their advertisement.

Let’s see some famous CGM campaign from global companies:-

Apple- Shots on iPhone Challenge

Apple had started a challenge to create awareness of the stunning camera of the iPhone. In this challenge, Apple invited its iPhone users to capture awesome photos and upload it on Instagram or Twitter with the hashtag #ShotsOniPhone.

Thus, the company selected ten best clicks and featured it on the billboard and display on significant cities and apple stores. Through this campaign, Apple showed it’s camera quality and build trust with other consumers.

And after sometimes it became a worldwide movement in itself.

Consumer-Generated Marketing

Coca-cola- Share a Coke

Coca-cola started a campaign under Consumer-Engagement Marketing. In this, coca-cola removes its brand tag from the bottle and replace it with the most popular or common name and line “Share a Coke.” Consumers asked to share a picture of their bottle on social media with the hashtag #ShareACoke.

However, this campaign started in Australia in 2011, and after some time, it spread over 80 countries. And the company got a high consuming rate through this campaign.

United Nation Environment-Beat Air pollution 

The organization uses some CGM campaigns for the human cause. An attack was started by the UN to people aware of and reduce Air Pollution.

In this campaign, the UN Environment asks people to share a picture of themselves with masks and be the part to beat Air pollution. Users were also asked to tag their friends and family and make a chain with the hashtag #BeatAirPollution.

Consumer-Generated Marketing

Pepsi- Crash the Pepsi IPL

As we have discussed this earlier. Pepsi- Crash the Pepsi IPL is the campaign of the Pepsi company, which was a feature by Ranbir Kapoor and Virat Kohli.

Meanwhile, Pepsi launched the ad campaign in India in which the company asked the viewers to create an IPL ad with Pepsi and upload it through the website. And the selected ad will replace the official advertisement of Pepsi and showcased on Social media platforms and TVs.

Starbucks- White Cup Contest

This campaign started in the US and Canada by Starbucks. They encourage their customers to use Starbucks’s cup and doodling on that.

Therefore in this campaign, Starbucks wants that people doodling on their white cup with the hashtag #WhiteCupContest and selected design were printed on limited edition Starbucks reusable plastic cup.

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How to plan and run the campaign

To run the Consumer engagement Marketing campaign, we should plan it very well according to the targeted consumers. The Consumer-Generated campaign strategy are as follows:-

  1. Choose target consumers wisely for which you want to create the campaign. You can decide on their gender, age, location, etc. 
  2. Make sure that the brand value and reputation of the company should be managed. A Team or any company’s member should lead the campaign so that your brand value intact.
  3. Offers, Gift vouchers, incentives should be given to the consumers. The generated campaign should be beneficial for consumers.
  4. The company should be active and responsive on the websites, apps, and social media platforms so that they can reply to consumers about campaigns, reviews, and feedback.
Consumer-Generated Marketing

Advantages of Consumer-Generated Marketing

There are the following benefits and advantages of Consumer-engagement Marketing:-

  • CGM is beneficial and inexpensive. 
  • Here consumers will promote your products or services, which creates trust on other customers and generate more leads for the products.
  • Also, it is very cost-effective. It will reduce the advertising cost of the product, and the conversion percentage is also high in the CGM.
  • CGM gives the review and positive feedback to other new consumers, which helps them to buy the products.
  • CGM increases the CTR (click-through rate) on Social Media ads.

Conclusion

Content Engagement Marketing is so useful for companies. Ratings, Reviews, and Feedbacks build brand value and trust. People buy products or services quickly because of those ratings and reviews. It is also very inexpensive. It reduces the advertising cost of the company.

But there should be monitoring from the company side who monitor Consumer’s activity and CGM content. Harmful Content can reduce the brand value of the company, so it is essential.

Frequently Asked Questions

What is Content Generated Marketing?

Consumer-Generate Marketing or CGM is the type of marketing in which companies invites their consumers either to develop content for the company’s marketing campaign or review about their products through blogs, article, videos, images, podcast, etc.
It is also known as Consumer-Engagement Marketing.

What are the main types of Consumer-Generated Marketing?

The main types of Consumer-generated marketing which are useful on CGM are as follows:-
Using Products Review and Feedbacks
Using Social media Sharing
By Contests.

Why companies use CGM?

 CGM is a so effective market strategy for today’s generation. There are the following benefits and advantages of Consumer-engagement Marketing:-
Here consumers will promote your products or services which create a trust on other customers and generate more leads for the products.
Also, it is very cost-effective. It will reduce the advertising cost of the product and conversion percentage is also high in the CGM.
CGM gives the review and positive feedback to other new consumers which helps them to buy the products.
CGM increases the CTR (click-through rate) on Social Media ads.

What is the example of CGM?

There are many Global companies which use CGM. I will give a popular example of that which is used by all Mobile companies nowadays:-
Apple had started a challenge to create awareness of the stunning camera of the iPhone. In this challenge, Apple invited its iPhone users to capture awesome photos and upload it on Instagram or Twitter with the hashtag #ShotsOniPhone. Company selected 10 best clicks and featured it on the billboard and display on major cities and apple stores.
Through this campaign, Apple showed it’s camera quality and build trust with other consumers.
And after sometimes it became a worldwide movement in itself.

What is Consumer-generated Content?

Consumer-Generated Content is the content created by consumers to describe the company’s products.
For example Social media post sharing and tagging, Whatsapp sharing, writing blogs, and articles about the product, product reviews, forum comments.