Put your brand in their hands!

In this article, Julian Smith, Mediaedge:cia Interaction’s Research and Insight Director, discusses making the most of consumer creative collaboration.

Put your brand in their hands!

Julian SmithInsight & Research Director, MEC Interaction

All across the world internet-enabled consumers are becoming more active participants in their digital media consumption. Aided by broadband and wireless connectivity, sophisticated content creation devices and social media publishing platforms, the connected audience is increasingly contributing, sharing and collaborating online. Whether in the form of chat-room discussions, blogs, profile pages, uploaded photos or videos there has been an explosion in the volume and prominence of online user-generated content (UGC) as consumers take advantage of the features and functions of Web 2.0.

While currently still...

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