The main aim of businesses is to cater to the demands of the consumers by using cutting edge technology in today’s world. The markets have always been consumer-oriented. However, in the forever-changing marketing landscape, companies are using technology and the latest tools to market their brand effectively. Among many such marketing strategies, consumer-generated marketing has proved to be the most effective marketing solution.
Consumer-generated marketing or customer engagement marketing (CGM) is a cost-effective marketing strategy. In this approachable practice, companies invite their consumers to post promotional content that helps in advertising and promoting their products or services on the company’s website or the user’s social media pages. According to Tintup, more than 86% of companies use user-generated content as part of their marketing tactics today. These contents can be in the form of videos, vlogs, blogs, advertisements, photos of customers using the product, human stories relating to the product, podcasts, etc. It aims to increase market sales through advertising, boost brand identity, brand exposure, brand image, and spread the brand message to a larger audience.
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Who uses consumer-generated marketing?
There is no specific answer when it comes to this question. Since all the businesses are exclusively customer-oriented and aim to be the number 1 brand, they should include CGM in their marketing strategies. Here are the top examples-
The brand focuses on its target audience and has taken consumer-generated marketing methods to another level. Its innovative user-generated marketing campaign called ‘Crash the Super Bowl’ encouraged its fans to submit their original videos as commercial ads. It gives them a chance to win the Super Bowl slot and feature during the Doritos ad spot. For several years the fans continued submitting thousands of ads, asking their audience to comment, vote, and share their favorite commercial ideas. It has been the most popular and successful marketing campaign for Doritos as it adds media value, increases brand equity, online contest currency, user engagement, and higher sales.
It is one of the most recognized brands with the most compelling campaign, ‘Share a Coke!’ In this campaign, the company produced bottles and replaced its brand tag with customer’s names on the label. It gave customers a unique opportunity to share their stories with the world on their social media handles with #shareacoke. The campaign was a huge success, spreading over more than 80 countries, and it helped boost brand awareness, consumption rate, and consumer engagement like never before.
Apple’s CGM is a powerful element of its content strategy. Its campaign #ShotsOniPhone has gained massive attention on social media. The users of Apple were not satisfied and registered complaints related to the degraded quality of the images than what the brand promised. In response to the criticisms, Apple asked its iPhone users to upload real, user-generated photos and amplify them on social media with the hashtag. Later the ten best clicks were selected by the brand and were featured on the billboard displays in different cities and apple stores. Other than showing the camera quality of the products, Apple focused on its USP (unique selling proposition) and gained its audience’s trust, building upon the brand promise it made.
Every brand needs user-generated marketing where the marketer and even the reviewer is its user. This technique helps in marketing and promoting the brand mission and vision in front of an expanded audience. Obviously, it also has other benefits that can boost a brand’s inbound as well as outbound marketing strategies. Here are some benefits of consumer-generated marketing.
Benefits of Consumer-Generated Marketing
Better Social Media Reach
Through social media presence and customer engagement with the brand’s product or services, brands see positive brand growth. Nowadays, social media can automatically encourage brands to come up with strategies that demand CGM as they heavily influence the purchasing power of the consumers.
After seeing promotional posts that are super relatable to the general audience, the customers tend to create an emotional bond with the brand. It further helps in generating more leads for the products.
Social media ad campaigns work wonders for brands and businesses, especially when elements of CGM are incorporated. Another benefit of CGM is, it improves the CTR (click-through rate) through Social Media ads. CTR is an important metric that calculates the total number of impressions the brands receive depending on the advertisement.
In addition to the long list of benefits CGM shows, it helps a business to grow tremendously. How?
The success of marketing campaigns and ads is measured in terms of customer engagement rate, sales, and profits as the primary metrics. Marketing tactics that give importance to customer-relationship building and transparent communication must include feedbacks, messages, and user-generated content. It is very crucial to understand the audience, their needs, and demands. CGM helps brands to research well for the audience they are catering to, resulting in thorough market research. And with well-drafted consumer data, it becomes easy to understand the consumer persona, purchasing pattern, and behavior. It also helps to lower customer acquisition costs and cost-effectively acquiring new customers. Thus, consumer-generated marketing strategies prove to be a very useful, inexpensive method for companies that build value and trust with time.