Following on the comments of the CMO of P&G at the AAAA meeting, Mich Mathews, senior vice president of Microsoft's central marketing group, also planted the MS flag firmly in the audience generated content space.
In what Mathews termed the "Era of Customer Participation," she said the company is simply following its consumers, who are increasingly migrating to the Web and an array of nontraditional outlets for information and entertainment...
She noted that 3% of their marketing budget is dedicated to exploring the potential and value of emerging media channels, stating that by 2010 the majority of their media mix will be digital. Currently, tests are being done on mobile and IPTV in Europe, interactive and out-of-home in Asia, and satellite radio and RSS feeds in the U.S.
Mathews hammered home the message that the days of pushing ads and announcements at consumers are behind us. Instead, there is a need for a push strategy centered on involving consumers in a brand.
That mantra has become so critical that it is taken into consideration when creating TV spots and other video ads, particularly for the company's Xbox 360. Providing content that consumers can take ownership of via mashups and other tinkering is key.
"It's now a factor in the creative process," Mathews said.
Maybe that should be an 'engagement' or at least a 'pull' strategy? I'll put my hammer down for the week.
Photo from lynetter.