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How to Improve Brand Value With Customer-Generated Content

Driving Brand Value With Customer Generated Content
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With so many choices, customers today not only get confused but also manage to stick to the brands they know and love best. According to Yankelovich Inc., a North Carolina marketing research firm, shoppers are subjected to over 5,000 marketing messages every day, with most being interruptive rather than relevant to their wants or needs.

Recent research has shown that buyers are now more in control of how they get marketed to and what they purchase or subscribe to as a result of that marketing. Consumers are opting for a more self-guided path to purchase. In most cases, this process begins with online search. Marketers now are required to work twice as hard to ensure they get the right information to the potential customer.

Bazaarvoice revealed that category-level searches represent 60–70% of all non-homepage organic site traffic. An A/B test with Academy Sports and Outdoors showed that SEO results jumped an average of 2.8 Google result spots when using Bazaarvoice Spotlights. This nearly equates to 2,676 shoppers per day, and nearly 1 million visitors per year.

Bazaarvoice Advertising allows brands to find consumers that are currently in the market for their products, making advertising efforts more relevant and less interruptive. This relevance often leads to more receptive consumers and better campaign results. Bazaarvoice is able to do this because of its unique first-party data that is collected directly from real in-market consumers right when they are shopping.

“Before Spotlights, we were optimizing category pages by touching each individual page and writing content for it,” said Napo Ghonda, SEO Manager at Academy Sports and Outdoors.

As consumers comparison shop, brands must be everywhere consumers are in order to drive influence and build engagement. Syndication through the Bazaarvoice Network allows brands to publish consumer-generated content on multiple retailer sites to ensure it is seen and has an impact.

Many brands are still adjusting to today’s marketplace in which consumers are in the driver’s seat. While shoppers now seek information they require to make purchasing decisions on their own terms, rather than being pushed marketing messaging, brands still play an important role in the buyer’s journey. By leveraging consumer-generated content, brands can facilitate peer-to-peer opinions and recommendations that many consumers rely on. Additionally, when brands need a scalable way to systematically collect customer feedback and easily share it with other consumers through ratings, reviews, photos or videos, they can rely on the software and best-in-class services of Bazaarvoice.

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Kashish Ambekar
Kashish Ambekar
Kashish moved to UAE from London after graduating from UEL in Masters of Business Administration specialising in Finance. Money smelt good although tipping in rubies was a forte in Dubai which he couldn’t afford let alone implement. India happened naturally by birth and the ever developing market proved no bounds in almost every Industry. The Art of writing came naturally to him, short stories to professional articles in lieu of being therapeutic once, to a full time content writer. Currently he works for XDBS as a senior business development manager and is extremely devoted as much as his thoughts have found a way to be penned for technology in support to TechFunnel.com.

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