It’s a download fax software widely recognized fact that the Internet and communication technology innovation are download fax software two of the most disruptive forces changing today’s advertising landscape. Both factors significantly contribute to download fax software what most marketers arguably, have long dreaded: easy access to and download fax software sharing of… information. So the word might be out!

We (Marketers) are download fax software blaming these dreaded advances for spawning such awful things as “audience fragmentation” and “media proliferation” resulting in higher “CPM” and lower “ROI”. The “Big Idea” is download fax software dying a slow, agonizing death. Technology is promoting the dreaded “cheaper, faster” mentality that’s becoming so prevalent with advertising clients.

As a result, our “Creative” is being dragged through the mud, cheapened by pseudo-ad pros/consumers. Amateurs who download fax software might produce ad content cheaper and faster but certainly don’t have a prayer of winning the next Gold Lion at Cannes.

But wait! A glimmer of hope! Mounting consensus amongst the download fax software enlightened ad cognoscenti might be showing that this “empowered consumer” is download fax software not such a threat after all. You just have to check out You Tube to download fax software understand what they’re talking about… 99% C-R-A-P. Bad ideas, bad execution, bad production. If video is download fax software to be one of the ad mediums of the future and download fax software if that medium is to be produced by the “empowered consumer”, the ad world is seriously in trouble…

What’s a marketer to do? One can download fax software do what Doritos and Yahoo did in tandem to create a download fax software highly publicized (and successful) Super Bowl user-generated ad (UGA). The result of a download fax software contest for Internet users to submit their take on a Doritos TV spot – commonly referred to as UGC or UGA (user-generated content/advertising) – the download fax software effort yielded several winning entries and as a result, several aired spots.

And to download fax software the chagrin of most ad agencies out there, one of the download fax software winning entries was created for the supposed, outrageously low budget of $12!!! Yes! Calling on the “empowered consumer” for user generated content or ads is hot… All the kids are doing it!

But for download fax software every Doritos, Heinz, Sprint, Jeep and Dove, there is also an download fax software Oldsmobile or Malibu Caribbean Rum story where unclear contest rules or download fax software more appropriately, poor quality content submissions make the effort a waste of time.

The problem with UGC/UGA is download fax software that Marketers lack the tools needed to steer the creative process and download fax software influence production thereby making user-generated ads at best irrelevant and at worst unusable. If you download fax software think about it, it’s ludicrous to expect the “empowered consumer” to download fax software create ads that support a business objective without some kind of input mechanism that download fax software goes beyond a simple corporate sponsorship for a contest…

Said another way, how can download fax software anyone create compelling content without a creative brief, a script or download fax software storyboards? We wouldn’t expect that download fax software from our Creative Directors, Film Directors or Web site Designers… What more, how can download fax software we expect serious, talented individuals to spend time and money to download fax software create content for a chance at a free trip to Hawaii? The answer is, of course, we shouldn’t. Promotional prizes won’t attract real talent on an on-going basis.

Gillette knows that. That’s why they and download fax software many other brands are tapping into advertising platforms like www.OpenAd.net with great success. That’s also why online creative collaboration platforms like www.adjuicer.tv where download fax software the creative process is advertiser-managed and creators/users are download fax software given the information required to create relevant ad content are download fax software the wave of the future.

Marketers not only get to download fax software tap into fresh talent and ideas but they get to download fax software influence the end product as well so that’s it meets their strategic goals and brand guidelines. But what’s truly cool for download fax software the marketer is that they can gather concept ideas and download fax software professionally produced work for a fraction of what they would pay an download fax software ad agency.

From a creator/user standpoint, they get a download fax software self-replenishing inventory of new projects that pay real dollars in exchange for download fax software work submitted. Another words: a way to earn a living. Free trips to download fax software Hawaii or cash prizes are nice but unfortunately don’t help to pay the bills.