In todayís connected, customer-driven marketplace, consumers have the ability to access data and product information from anywhere, but they also have the ability to share their opinions and experiences in the same way. Technology has enabled user-generated content (UGC) to become an integral part of todayís consumer purchasing landscape, as well as play an important role in brand awareness and perception. Regardless of location, consumers are constantly engaging with each other in the digital world, on the internet, through video, and through social channels, because they tend to place greater trust and value in the input and opinions of their peers.
In May 2016, Offerpop commissioned Forrester Consulting to evaluate how marketers view the importance of UGC in building brand awareness and improving marketing and advertising campaigns. Forrester tested the hypothesis that marketers who inspire the creation and sharing of UGC and leverage it at each point of the customer life cycle see significant benefits.
In conducting an online survey of 274 professionals involved with marketing in their organizations, and interviewing five senior marketing professionals from various companies, Forrester discovered that while most companies recognize the value that UGC can provide for marketing purposes, most donít have a clear strategy for how to best incorporate UGC. Adoption and usage of UGC is still relatively new for most companies, and they are still working to fully understand its value and benefits, as well as to know how to generate and use it. Read this white paper to learn more about their key findings.
DatacenterDynamics is a brand of DCD Group, a global B2B media and publishing company that develops products to help senior professionals in the world's most ICT dependent organizations make risk-based infrastructure and capacity decisions.
Our portfolio of live events, online and print publishing, business intelligence and professional development brands are centred on the complexities of technology convergence. Operating in 42 different countries, we have developed a unique global knowledge and networking platform, which is trusted by over 30,000 ICT, engineering and technology professionals.
Data Centre Dynamics Ltd.
102-108 Clifton Street
London EC2A 4HW