RE: Action

At a time when users take control over brands and information flow on the Internet, it is important that companies enter the field and requires power back.
Through blogs, on sites with reviews and news, different forum or private websites spreading private consumers their opinions on products and their experiences in meeting with different companies.
A desire for advertisers to reach consumers directly. Can traditional media skipped by creating campaign sites, customer clubs (loyalty programs) or by being present on social networks (Facebook, Youtube or similar).

Advertiser's desire to be close to the user and the user's interest to influence the product can be assembled in "User-generated advertising."
The idea is not entirely new in the Danish context. A magazine from earlier this year published by the Institute for Futures writes the following about user-generated advertising:

"Apart from that it becomes easier to engage the user segment of young men, so is user-generated advertising also more authentic and credible. They have a high proliferation potential, they give good insight into the consumers and they can be used in the battle for talented employees. "

There are several examples of companies that have tried this type of marketing. Worldwide, among others: Chevrolet, Converse, Doritos, Dove, Heinz, NFL, Oreos, Mentos, Nesquick, Apollo Travel, Cocio, TDC.

With traditional marketing glasses, it is not without danger for companies to engage in this type of marketing. Beyond that users produce clips, they also have an interest in exposure. This means that they also put videos up elsewhere for maximum visibility. It is in this sense is not possible to talk about to take power over his fire back. However, the dialog is in progress.

In Norway there is a site solely dedicated to this. Take a look in the archives at makeme.no / lotto / previous_mission or see Lotto in Norway's own advertising on the front. It's a way to spread his message!

Small list of other sites from former or current "user-generated advertising" competitions.
Doritos - promotions.yahoo.com / Doritos /
Heinz - topthistv.com /
Nesquick - youtube.com / nesquikcontest (Youtube has more)
Oreos - nabiscoworld.com / oreo / jingle /
Dove - dovecreamoil.com / (see the winning video)
NFL - nfl.com / superad (running since 2006)
Cocio - found in Kickapps.com .

FDIM has just published a study of Danish's Internet habits. Normally includes toplist for most visited sites in Denmark alone sites member FDIM. The report had something new with other sites. Besides getting certified google supreme position among the most used sites, so the report also offers information about time, rhythm, foreign traffic, top lists, target groups and what types of sites (media, dating, social, etc) Danes visiting.

GOOGLE
When 68% of Danes visiting Google and number two in a row, Krak.dk, visited by 37%, it becomes clear how Google is synonymous with the Internet in Denmark. 50% of the time spent on search, followed by 6% to Gmail, while the other time was distributed in a large number of smaller Google services.

VIDEO
Youtube is the fifth of Danes most popular Internet service. The most striking is probably that no Danish site has managed to break through with the video, despite the great interest.

Surprises
Kelkoo is visiting most popular price comparison service online. Greater than Pricerunner, EDBpriser.dk, DinPris and other similar sites. What surprises me most is the size. Nearly 500,000 users in January, which corresponds to what jp.dk and places them on a 26th space.
123hjemmeside with little more than 400,000 users, I also think is tremendously much. But I have apparently closed its eyes to the amateur country?

INTERESTING
Men prefer Ekstrabladet.dk, while women prefer MSN. There can be analyzed much, so I will leave it there.

BLOGS
Blogger.com had 370,000 users in January, Wordpress 170,000 and blogspot 80,000. It says nothing about how many people write, but how many people are reading. With the explanation is, however, that user-generated content now value highly in Google's ranks. That means that searches on Google almost by automatic means visiting blogs, debates, and the like rather than other sites on the topic.

The report can be downloaded here:
http://www.fdim.dk/downloads/Dansk% 20internetbrug% 202008_web.pdf