The guide to user generated content
Introduction
The article is based entirely around user-generated content for people in eCommerce. It discusses all the aspects of user-generated content. It starts from how it affects inbound strategy, how to use user-generated content in eCommerce, uses of user-generated content on Ecommerce sites and lastly the mistakes to avoid with user-generated content (Alter. J, Morris. S.). The article can be related to our study unit in a way that user-generated content is a much needed tool to be able to promote yourself through others. User-generated content is showing proof to potential customers / users of a product through more “believable” ways. This in turn increases the credibility of claims made by companies making it better for them. The increased use of technology to promote products and services are on the rise and is most likely the place where you will be hearing about a product.
Content
The arguments made in the text all relate to the advantages and the most common mistakes to avoid of user-generated content. The main purpose of the text overall is to highlight the importance of user-generated content for your inbound strategy (Alter. J, Morris. S.). Inbound strategy is “Inbound marketing is a strategic approach to creating valuable content that aligns with the needs of your target audiences and inspires long-term customer relationships.” (salesforce). Basically, with this companies should be basing their products and sales off the user-generated content to maximise their sales and satisfy their target audience.
Two points that are interesting together are the fact that cosmetic companies such as eyeglass or sunglass companies ask people to post reviews of their products (Alter. J, Morris. S.). Along with the written review they will also ask for a picture to be uploaded with the text to show potential customers. This will show how their products will potentially look on them rather than just the model wearing them, if even that. But in the last chapter when talking about things to avoid the article says that companies can’t publish the reviews / photographs without their permission. Although this may make sense the fact that the customer can post themselves for everyone to see companies cannot just use the post. This to me was very interesting and to avoid mishaps companies will add discretions on their websites saying their reviews may be reused for marketing purposes. (Alter. J, Morris. S.)
Thirdly, as the article states “Social proof is essential to any marketing strategy, and user-generated content like customer reviews and pictures provides social proof that addresses the key ecommerce pain point of uncertainty.” (Alter. J, Morris. S.). This article shows how important it is for other people and not just the company itself to promote their product. For example as brand deals are becoming more common these days with many content creators on various different platforms. This could be argued as a form of user-generated content, although it will not be as credible as an everyday consumer because they most likely have been paid by the company. It also depends on the creator themselves if they are a “reliable source”.
Conclusion
The main result of the article was to highlight the importance of user-generated content and how it can increase all sales and marketing attributes of your company positively as long as you stick by not making the mistakes they listed. The article gave me and eye-opening insight into how I have been exposed to user-generated content and it having an effect on me and my purchasing decision of a certain product. as an example, whenever I am looking for a new restaurant I always look at the google reviews to check out the place beforehand.
Bibliography
Alter. J, Morris. S. “The Guide to USER-GENERATED CONTENT: A Playbook for Ecommerce Marketers”
Salesforce.com, “What is inbound marketing” https://www.salesforce.com/resources/articles/inbound-marketing/#:~:text=Inbound%20marketing%20is%20a%20strategic,provide%20solutions%20to%20their%20problems.