Current Challenges in Marketing

CurrentChallenges in Marketing

CurrentChallenges in Marketing

Theusergeneratedcontent is one of thecurrenttrendsin thefieldof online marketing.Usergeneratedcontent involvetheuseof differenttypesof marketingcontent (includingblogs, tweets, audio, orvideo among others) that isdevelopedby users of someonline server orsystem(Hendricks, 2015).Thecontent may be madeavailableto thetargetaudiencethrough thesocialmedia sites.Theusergeneratedcontent typeof marketingis a challengebecausethecompanythat ownsthesiteforegoes somecontrolof thesiteby allowingits users to post their content. Thiscan riskthebrandimagein caseusers generatecontent that portraysthebrandimagein a negativeway.TheAudience Award is one of thecompaniesthat havefacedthischallengesince thelate2014 (Hendricks, 2015). TheAudience Awards usestheusergeneratedcontent marketingto showcase shortfilmsfrom differentfilmmakers. Thechallengemay be causedby failureby thefirm to utilizetheinnovative technology effectively.

Givingtheusers theauthorityto post their content on thecompany’ssitemight affecttwo majorstakeholders. First,customersof themightfeeloffendedby misleading usergeneratedcontent. Forexample,users may generateracialist content that can be annoyingto theaffectedraces.Secondly,thedamageof thecompany’simagefollowingtheposting of wrongcontent by users will affectthemanagementof thecompany.Thisis becausethedamagetothecompany’simagewill demonstrateirresponsibility on thepartof themanagement.Persistentposting of misleadinguser generatedcontent will affecttheshareholdersin thelong-run followinga significantreductionin thecompany’sprofitability.

Thelackof technicalcapacitywithin thefirm is themajorobstaclethat can reducethecapacityof thecompanyto takecontrolover theusergeneratedcontent. In addition,themassiveflowof inconsistentusergeneratedcontent reducesthecompany’scapacityto protectits image.Themassiveposting of inconsistentcontentmay occurwhenthecompanyinvitesits siteusers to upload content on a givenissue.Someusers may upload irrelevantcontent that is viewedby customersbefore themanagementremovesit.

Failureto addresstheissueof lackof controlover theflowof usergeneratedcontent will subjectthecompanyto theriskof losingits marketshare.Thisis becauseinconsistentandmisleading content will damagetheimageof theAudience Awards. Persistentuploading of misleading content might endangerthegoingconcernof thecompanyin thelong-run.

Trendsshowthattheuser generatedcontent has beengainingpopularityin theentertainmentindustry(Ballon, 2015). Thismeansthatthenumberof peopleposting their content on thesitesownedby theentertainmentcompanies.Thelargenumberof users will increasetheprobabilityof inconsistentcontent.Therefore,theAudience Award is likelyto continuelosingcontrolover thecontent of its ownsite.

Thereare two majortechniquesthat can helptheAudience Awards in managingits usergeneratedcontent. First,Hootsuite is a toolthat allowscompaniesto manageuser content that ispostedon differentsocialsites.Thistoolallowsthecompanyto reducethestressassociatedwith coordination of responsesfrom a largenumberof users. Secondly,thebufferandre-buffer functionsof socialmediaallowtheuser to edittheposts.TheHome Depot can usethistechniqueto edit andremovemisleadingcontents, which will helpitavoidthenegativeoutcomes.

Thereare two majorsolutionsthat can be usedto mitigatethechallengeof inconsistentusergeneratedcontent. Thefirstsolutionis to employexpertsin user generatedcontent marketingwhowill manageall thecontents posted by users. Thismeasurewill be effectivebecauseexpertswill ensurethatonlyconsistentcontent isretainedon thesite,which will protecttheimageof thecompany.Secondly,themanagementshould reviewallpostsas soonas theyarepostedon thesite.Thiswill helpthefirmin ensuringthatallcontents placedon thesiteaddressthetargetaudience.

References

Ballon,C. (2015). Greenberg traurings Ian C. Ballon to speak duringpracticing law institutes counseling clients in the entertainmentindustry 2015 seminar and webcast. MediaGeneral Communications Holdings, LLC.Retrieved March 20, 2015, fromhttp://www.wkrg.com/story/28247200/greenberg-traurigs-ian-c-ballon-to-speak-during-practising-law-institutes-counseling-clients-in-the-entertainment-industry-2015-seminar-and-webcast

Hendricks,D. (2015, March 17). Three killer strategies for creating contentthat gets noticed. Forbes.Retrieved March 20, 2015, fromhttp://www.forbes.com/sites/drewhendricks/2015/03/17/three-killer-strategies-for-creating-content-that-gets-noticed/