User Generated Context by Umair Haque
For advertisers, user generated context means that today’s focus on finer and finer targeting must reach diminishing returns fast. The context connected consumers create, share, and trade is, in a very real, a powerful substitute for orthodox advertising. Who believes a brand’s elaborate web of often conflicting messages, when ten thousand connected consumers agree that the company behind the brand sucks? Advertisers must stop fighting user generated context with traditional ads, and learn to leverage it to explode the possibilities for seeding and joining discussions.When i read Umair Haque’s research note at Havas Media Lab, i missed this fundamental quote. Thanks for Jordan Brooks to put his finger on it.
As usal, Umair gives here, a very very powerful roadmap.
The research note referenced here is just an epic, epic piece, and this is a great quote.
