PETE BLACKSHAW: CGM IS FRAGILE

From AdAge Digital: Pete Blackshaw (the original CGM guru) on what's at stake as marketers enter the CGM space (video and otherwise). He also uses a new term he's developed: chatterbacking. Key quotes: "Marketers are aggressively exploring every possible technique to piggyback on CGM and conversation. I refer to this as 'chatterbacking.' CGM is a gift to advertisers because we've been struggling to find -- and in some cases develop -- compelling content that both captivates attention and harmonizes with ad messaging. Consumers are literally creating it themselves. CGM also brings to the table several coveted building blocks that advertisers let slip a long time ago: trust, credibility, authenticity and, often, restraint. CGM thrives because consumers trust other consumers more than advertisers, period." Full story here.