HP marketing chief urges marketers to use UGC

Cannes: Hewlett Packard’s chief marketing officer Michael Mendenhall has urged marketers to make more use of user generated content, or cloud-based marketing, to keep users engaged with brands during the recession.

Michael Mendenhall
Michael Mendenhall – Hewlett Packard

Speaking at a seminar hosted by digital agency R/GA at the Cannes Lions International Advertising festival, Mendenhall says using cloud-based services such as blogs, forums, videos and social networking is essential to brands continuing to build equity during the economic downturn.

“The market for one to many marketing is eroding. Marketers must integrate digital and cloud media into their strategies to keep brand awareness strong. Consumers rely on cloud technology to keep them aware of what is happening outside and marketers can se this to their advantage,” he says.

Use of cloud marketing is a central component of HP’s current brand renewal strategy. Mendenhall says that with more people using internet to keep up to date on a daily basis, using cloud-based marketing will “fundamentally change the way we communicate and interact with each other.”

HP has already started rolling this out with a new customer forum launched on its website in January, a deal with MySpace enabling users to print their photos in high quality, a competition with MTV to design new netbooks, its Snapfish photo service and the new Magcloud service, enabling users to design their own print magazines.

He explains: “Typically marketing budgets are the first to be cut, but history shows this only achieves short-term savings that can be harmful in the long-term. The fact is that the pressure is on marketers more than it has been before, and digital media and cloud marketing costs almost nothing.

“You can offer aspects for free, and then face the decision of how to monetise it. The answer is to se the cloud to build a powerful brand to drive revenues more efficiently than other media – there really is nothing but blue sky ahead for cloud-based marketing,” he adds.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


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 are your guide.


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

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

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