CGM as an Advertising Tactic https://www.clickz.com/cgm-as-an-advertising-tactic/73113/ The point of advertising is to place an idea in a consumer’s mind that generates value for a company. We're in the midst of a marketing revolution in which the consumer has control. But advertisers still must find ways to gain control to help achieve their goals.
Part of the reason advertisers must view CGM as a potential advertising tactic is because we already know unprompted consumer creations of brand messages simply happen.