buy the company's products but also help in designing and developing them. Nike built an example of co-creation and customer empowerment through earned and shared media. Nike ID is an online application that allows customers to design their shoe and therefore "Just do it online". Market-generated media remain an important communication platform and information source. Consumers tend to consider both market-generated and UGC when making a purchase decision, particularly, for higher involvement product like vinyl record albums. The transition from traditional media to various forms of online and UGC marketing is increasing. Academics recognize that marketing communication is an open system and customers are influenced by multiple communication platforms. Ultimately positive brand encounters manifest brand supporters who contribute to positive earned and shared media, through product recommendations online and offline. Direct marketing In direct marketing the producer communicates directly with potential customers, instead of through third-party media. Individual customer's responses and transactions are recorded. Direct marketing is a growing form of marketing communication. It is designed to build the relationship between the customer and the brand, known as customer relationship management (CRM). Organizations use customer accounts in order to monitor and understand their needs. They manage detailed information about the customer's touch points with the objective to maximize satisfaction and loyalty. The communication can be in person, by telephone, mail, email or website. The interaction between the organization and the customer is usually a two-way communication. Direct marketing relies on CRM databases that contain valuable customer information. Good quality databases can provide a competitive advantage and increase profitability. Treating the customer database as an expense rather than an investment, or not continuously maintaining or updating them can be detrimental. Direct mail Direct mail is a letter, card, catalog, or sample sent through post, email, fax, or courier. This communication is most effective when the recipient has shown interest in or has previously purchased from the organization. Advantages of direct mail are personalization, careful targeting, creativity and flexibility. Email is low-cost, but can be lost through spam and junk email filters. Direct mail is dependent on accurate databases. Telemarketing Telemarketing is marketing communication via telephone. There are two types of telemarketing: outbound and inbound. Outbound telemarketing is used by organizations to reach out to potential customers, generate sales, make appointments with salespeople and introduce new products. Inbound telemarketing is where people call the organization to complain or inquire about products. Both