It is clear by now that 'user generated content' is more than a hype. Innovative and up-to-date brands have learned to deal with it. User generated content is only one outcome of the empowered consumer. Look at one of the latest hits on You Tube these days, 'Why every guy should buy their girlfriend a Wii Fit’, a movie made by a guy of his girl friend doing her Wii Fit hula-hoop exercises. Excellent and free advertising for the Nintendo play console?
A global CEO study done by IBM, shows that CEO's are aware that the empowered consumer is more than a flash in a pan and most of them consider these 'prosumers' as an opportunity more than a threat.
Read the column of this week here.