Bazaarvoice：2024UGC营销：购物者内容在品牌真实感中的作用研究报告（英文版）（39页）.pdf

1、UGC IN MARKETING:The role of shopper content in authentic brandingUGC IN MARKETING:The role of shopper content in authentic brandingWhats inside 2024 BAZAARVOICE,INC.2THE ROLE OF SHOPPER CONTENT IN AUTHENTIC BRANDING3 Introduction5 Shopper and creator content is the ultimate driver of authentic bran

2、ding16“But what about”Debunking myths about user-generated content23 How to craft an authentic user-generated content marketing strategy30 How to measure the success of user-generated content36 Key takeawaysIntroductionTheres many things that keep marketers up at night:maintaining brand awareness,la

3、unching new products,safeguarding your brands reputation,and reaching the right audience even as paid ad effectiveness dipsall while trying to drive healthy profit growth and foster consumer loyalty.As consumer behaviors and expectations shift,one part of the marketing mix is becoming more relevant

4、and impactful,but not all businesses are fully leveraging it:How is your brand approaching the use of non-branded content?Our own research shows that just about EVERYONE(100%of shoppers)has purchased a product based on a recommendation they saw online from another shopper.1 The brand discovery and a

5、wareness between consumers and content creators on social have become the golden ticket to effectively reaching new audiences.However,almost all shoppers(92%)trust peer recommendations more than traditional branded advertising4 yet 75%of brands still spend the majority of their marketing budget on c

6、reating and distributing branded content.2Clearly,theres a disconnect.But theres a silver lining.With brands being up against some of the toughest challenges,including diminishing return on investment(ROI)from relying on paid media,changing privacy laws,and tight budgets,one tactic shines as a great