Featuring word-of-mouth content can help boost product, brand discoverability

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 13, 2022, 4:25 AM GMT+0

Content organically created and shared by audiences can help brands establish authenticity, build loyalty, and boost product discoverability.

About 75% of shoppers evaluate and discover products through online reviews and other shared content. Brands must focus on tracking and using word-of-mouth marketing like social shout-outs, user-generated content (UGC), reviews, blog posts, and press mentions.

Marketers must closely track online mentions of the brand and be quick to respond to comments. User-generated content must also be tracked and curated by brands, to be later featured on their social channels.

Along with monitoring UGC and brand mentions, marketers must also directly ask their customers for reviews and feedback. Such tactics can help brands create a dedicated customer base that will then endorse the business as brand ambassadors. In addition to customers, businesses must also encourage their employees to post branded content to reach a wider network.

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