One form of customer engagement marketing is consumer-generated marketing, by which consumers themselves play roles in shaping their own brand experiences and those of others.
This might happen through uninvited consumer-to-consumer exchanges in social media, blogs, online review sites, and other digital forums.
But increasingly, companies themselves are inviting consumers to play a more active role in shaping products and brand content.
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What is Consumer-Generated Marketing?
Consumer-Generate Marketing is the type of marketing in which companies invite their consumers to develop Content for the company’s marketing campaign or review their products through blogs, articles, videos, images, podcasts, etc.
Therefore Consumer-Generated Content is used to describe the company’s products. Videos and podcasts are the primary used Content for consumer engagement.
Social media post sharing and tagging, Whatsapp sharing, writing blogs, and articles about the product, product reviews, forum comments are Consumer-Generate Marketing.
Types of Consumer-Generated Marketing
There are many types of Consumer engagement marketing in which companies use to market their products or services.
Companies communicate with consumers to participate in the campaigns and advertise their products. Here we will see some useful types of Consumer-generated marketing:-
- Using Products Review and Feedbacks
- Using Social media Sharing
Using Product Review and Feedback
In the era of the Internet, people are so aware. They check all the ratings & reviews before buying any products or services. They also read feedbacks given by the previous users.
So companies give options for review and feedback on their website and App.
Here, consumers can provide ratings, discussions, and feedback for a particular product. Companies use there reviews and ratings to promote their products and services.
Using Social media Sharing
Therefore Companies target the social media platform to advertise their products or services.
They interact with their consumers to post, tag, and share their product’s Content so that company builds trust for the products, and more and more people can engage with the products.
Companies can create contests campaigns for their products, so consumers interact with the product. The contest excites the consumers, which is beneficial for the company’s product.
Pros of Consumer-Generated Marketing
Higher Conversion Rate – User-generated content generates more traffic than brand-produced content and has a higher conversion rate.
Keeps the Brand Relevant – ‘Netizens’ are trendsetters as well as eager and quick trend-followers.
If there is a new trend or a cause, chances are the netizens are already talking about it online. User-generated helps in keeping the brand trendy and relevant.
Economical and Profitable – For user-generated content, the company need not spend millions on promotional campaigns.
Organic user-generated content is inexpensive and offers excellent value for your investment.
Access to Valuable Data – User-generated content is rich in insight and value. Analyzing this data can give you valuable insights into your product, customer experience, branding, and marketing strategies.
Increases Brand Credibility – Genuine and organic online reviews on public forums work in favor of the brand. Positive product reviews and customer experiences can help improve brand credibility in the market.
Cons of Consumer-Generated Marketing
While the advantages of consumer-generated marketing outweigh the disadvantages, one must be mindful of them before venturing too wholeheartedly into consumer-generated marketing.
Lack of Control over Content – The major drawback of user-generated content is that, as a brand, you have no control over the content that is churned out.
The compliance team has restrictions that need to be followed when it comes to content, and not every negative comment or review can be edited or omitted.
Chances of being Negatively Influenced by Netizens’ Chatter – It is important that you remain rational while managing and leveraging user-generated content.
A hasty marketing decision based on a stream of negative reviews can do more harm than good.
Requires Constant Monitoring – With user-generated content, someone has to consistently monitor the content published online.
The brand needs to be aware of spammers, fake profiles and/or reviews planted by competitors, and generic consumer activity, to make the best of consumer-generated content.
Brand exchanges created by consumers themselves—both invited and uninvited—by which consumers are playing an increasing role in shaping their own brand experiences and those of other consumers.
Thants why companies ask consumers for new product and service ideas.
So tell us whats about your company?