INSUBCONTINENT EXCLUSIVE:
Brett Zucker
Contributor
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Brett is the Chief Marketing Officer of
Monotype and is responsible for the company worldwide marketing and product strategies.
In today brand landscape, consumers are
rejecting traditional advertising in favor of transparent, personalized and most importantly, authentic communications
In fact, 86% of consumers say that authenticity is important when deciding which brands they support
Driven by this growing emphasis on brand sincerity, marketers are increasingly leveraging user-generated content (UGC) in their marketing
and e-commerce strategies.
Correlated with the rise in the use of UGC is an increase in privacy-focused regulation such as the European
Union industry-defining General Data Protection Regulation (GDPR), the along with others that will go into effect in the coming years, like
the California Consumer Protection Act (CCPA), and several other state-specific laws
Quite naturally, brands are asking themselves two questions:
Is it worth the effort to incorporate UGC into our marketing strategy?
And if
so, how do we do it within the rules, and more importantly, in adherence with the expectations of consumers?
Consumers seek to be active
participants in their favorite companies& brand identity journey, rather than passive recipients of brand-created messages
Consumers trust images by other consumers on social media seven times more than advertising.
Additionally, 56% are more likely to buy a
product after seeing it featured in a positive or relatable user-generated image
The research and results clearly show that the average consumer perceives content from a peer to be more trustworthy than brand-driven
content.
With that in mind, we must help brands leverage UGC with approaches that comply with privacy regulations while also engaging
customers in an authentic way.
Influencer vs user: Navigating privacy considerations in an online world
