User generated content has been touted for some time now. And for good reason, in the right scenarios it can be very effective. But another less noticed variation has been around since about 2001. It's called an Ad Builder. For companies who have distributed channel partners including franchisees, dealers, retailers, and so on, an ad builder solution allows them to create and distribute their own content, all while enhancing the Brand. Something most UGC can't guarantee!Importantly, this end-user generated content goes online but also offline to traditional media including print advertising, direct mail, flyers, brochures, point-of-sale and even out-of-home (billboards, kiosks, and the like).
Managing assets is no longer enough. Like with Web 2.0, ad builder success comes from setting those assets free and allowing your end-users to customize your marketing materials for their local needs. You simply have to provide your end-users with an ad builder solution and then let them use their market intelligence to drive effective marketing programs for you and your Brand.
