Jeff Jarvis, owner of the famous blog, buzzmachine,has brought out a book called 'What would Google do?' I highly recommend it for anyone who wants to understand how the models of communications are changing.
I saw him talking about his book on a video (search you tube - he's everywhere) and he talked about customers being your advertising agency now.Which I thought was an interesting idea.
The fact is that customers are editing your TV commercials online already. So the purpose is to create content which they want to distribute and talk about. And to involve them more in the advertising process. I'm surprised more companies don't have a look at how they are represented on youtube because they could pick up some interesting ideas for the next campaigns...
www.itsopen.co.uk
