For topic 4, I had touched on content marketing and UGC which revolve around creation, publishing and sharing contents in order to acquire and retain customers. Whereas competitive marketing reminds us on the importance of developing competitive insight and bringing it to our advantage.
Tian Yi’s blog highlighted the importance of competitive marketing leading to public bashing of competitors. We have certain similarities in our stand – Using social media to bash competitors isn’t entirely a bad thing! Coca and Cola and Pepsi are locked in fierce battles as direct competitors described sometimes as “Cola Wars”.
An example of integrating UGC into competitive marketing would be Pepsi creating a campaign urging customers to share reasons they prefer Pepsi MAX to Coke asking them to post it on social media such as Instagram and their mini-site offering prizes to the best entries. There might be questions to ethicality of the campaign but Pepsi had played their cards right as the consumer’s generated content based on their perception isn’t a representation of the company! No legal risks right there.
Source from: https://www.youtube.com/watch?v=Ux8BskWTrAw
Emilia’s blog mentioned a framework for moral decision making. Utilitarian approach is about us choosing the action that will produce the greatest benefits and the least harm which raises certain questions in my head. It would be naïve for a business to be confined into choosing the least harm for their competitors! Competition must exist even as we move onto the digital era. But of course, as she mentioned, the study of ethical approach can be taken by a firm to ensure success of a digital marketing campaign.
Edging towards a macro perspective, my stand remains unchanged: Society should embrace firms using social media unethically as marketing strategies which involves the use of social media such as user generated contents and online bashing of competitors is a sign of competition which should be encouraged in the aspect of business.
Read my comments on their blogs by clicking on the link below: