Couldn't resist continuing the discussion re: CGM authenticity debate in my ClickZ column this morning entitled "Can Marketers Control CGM? Should They?" Specifically, I ask:
- Are marketers truly prepared to give up control to consumers? Probably not, but there's clear evidence in the momentous march to so-called engagement -- one of the top themes at this week's packed Advertising Research Foundation (ARF) conference -- that marketers are at least trying to open up the conversation. They're also beginning to rethink the rules of participation, even in the context of advertising and message development, otherwise known as creative.
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