UGC faces some 'unprofessional' criticism at

Share this content:

Last month, I invited readers to take over the authorship of my 
column. You stepped up admirably. My Web site,, is 
bursting at the seams with your profound, pithy submissions.
But the problem is, I'm suspicious of your motives. When you weighed 
in on whether you thought non-professionals could create professional-quality ad content, a majority of you said no. But here's my question: Why should I believe you? After all, if all you non-columnists out there are perfectly capably of writing a column, how can I trust your conclusion that non-creatives are powerless to do 
OK, your arguments sound persuasive enough. For instance, some of you 
contend that corporate sponsors will inevitably meddle with the 
creative: "I don't buy that these are user-generated ads," said 
Anonymous. "Real users would come up with [something] more 
interesting. Your strategy is showing."
Big Al said: "Most 'consumer generated' I've seen smells like a 
campaign hatched in a boardroom ... Vanilla."
A postgame survey of Super Bowl viewers should make Big Al feel a bit 
bigger. While one user-generated Doritos' commercial scored high, the 
other two UGC spots fell almost precisely into the forgettable middle 
of the pack.
Some of my guest columnists saw another role for user-generated content.
"If we could see more moderated UGC coming out of more interesting 
mediums than TV, we could use it as a tool to find out what people 
want," said JtotheK.
"Maybe the area to focus on long-term is creating 'forums' for 
consumers to create content," said Ann. "Not only will you get fresh 
thinking -- it's open dialogue with consumers that hopefully you turn 
into evangelists."
But I've saved the last word for my personal Best Post awardee, Terry 
Fitz: "When you people in advertising are really earning your money, 
you are swimming in the confluence of Art and Science. It takes both 
to get large numbers of people to buy. [User-generated content can 
provide a] boatload of clever ideas, but they're unlikely to change 
the sales picture for your clients in any significant way.
"Here's the truth: You are in a better position to understand how to 
make money for your clients than even the most passionate amateur. So 
don't give up your role ... do a better job!"

Sign up to our newsletters

Company of the Week

We recently were named B2B Magazine's Direct Marketing Agency of the Year, and with good reason: We make real, measureable, positive change happen for our clients. A full-service agency founded in 1974, Bader Rutter expertly helps you get the right message to the right audience at the right time through the right channels. As we engage our clients' audiences along their journey, direct marketing (email, direct mail, phone, SMS) and behavioral marketing (SEM, retargeting, contextual) channels deliver information relevant to the needs of each stage. We are experts at implementing and leveraging marketing technologies such as CRM and marketing automation in order to synchronize sales and marketing communications. Our team of architects and activators plan, execute, measure and adjust in real time to ensure the strategy is working as needed and change things if it's not.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above