Participating audiences creating marketing (business) value

Nyiro, N. (2011). Participating audiences creating marketing (business) value . Zagreb conference: "New challenges and methodological innovations in European media audience research". 7-9 April 2011.

Abstract: The marketing language uses frequently the term audience usually with tagging Target Audience of a brand, a product, a service etc. In the traditional business market the marketers, companies, organizations created the marketing messages, the advertisements for their target audiences to persuade, remind or attract them. Briefly the world of marketing communication worked the same way as the general communication flows: the organization controlled the messages, the creation of the content and the audiences consumed them. Regarding the advertisements and promotional messages the common believe is that people do not like them everyone is trying to avoid them. But we have to realize that consumers, audiences create advertisements and broadcast them in the favour or against a brand, company or any organization. The consumer generated advertisement phenomenon appeared. The consumers are not only creating advertisements but also creating, innovating new products via a co-creation procedure with the companies, they are pushing the organizations to launch new pricing models so audiences, consumers are influencing the marketing activities of the companies, the brands. This paper will try to overview the participation phenomenon in marketing and marketing communication literature and will give a summary and explanation of the related terms used in business and marketing literature when talking about participation of audiences (e.g., creation, co-creation, creative audiences, consumers generated advertisements). The relevance of this paper is to highlight the importance of participation as phenomenon in the context of business economics and marketing.