Those ignoring digital will be hit in the profit

What is profit? After years of reading Alan Mitchell’s thoughtful columns, I’ve been left with the impression that the routes to “profitable marketing” are more than simply charging people money.

So when I read in Martin Croft’s piece on digital (once simply “online”) communities (MW last week), that “experts question whether there is any real profit to be found here”, I was left incredulous.

For while I concede that the case for user-generated content areas being valuable to advertisers has yet to be proven, the value to the brands that host the whole experience is immense. Just ask the marketers responsible for GSK’s NiQuitin smoking cessation product (who have a discussion forum) and Sony’s PlayStation (discussion forum in seven languages), or those for Wanadoo’s chatrooms and Heineken’s guestbook.

All of these brands are profiting from the time that their customers and prospects are spending with them; time that is not being spent with rival brands. And time that can be used not only to subtly reinforce the relevance of the brand and prompt an “engaged” experience, but time that can be used to cross-promote other, directly “profitable” activities too.

These days, any marketer who ignores examining and perhaps testing the relevance of digital (mobile, text-to-screen, or “traditional” online) user-generated content in order to increase the brand’s profits is arguably doing their career no favours, and their brand a major disservice too.

Robert Marcus

Director

ChatModerators.com

London SW1

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here