- What consumers do Peers are now just as credible as experts, says Edelman Each year, global PR firm Edelman releases its eagerly awaited Trust Barometer — a report charting the public’s trust in the media, business, government and NGOs across 28 developed countries. This year’s Trust Barometer, published back in January, showed how public trust in institutions fell significantly in 2016. Which makes sense considering this was the […]
- User-generated content The one thing keeping brands from collecting inspiring UGC When a new iPhone comes out these days, what do you see on the billboards? A list of its features? Close-ups of the phone from five different angles? No – you see beautiful photos taken by real iPhone users. Sure, these “Shot on iPhone” ads are partly about showing off what a great camera the […]
- User-generated content Have travel companies missed the point of user-generated content? Holidays are made for user-generated content. That camera around a tourist’s neck? It’s a marketer’s best friend. Whatever the holiday, people are capturing beautiful little moments the entire time. But when they return home, and the company they booked with asks about their trip, they normally end up with stuff like this… Where are those […]
- Social media Unpacking Santander’s novel approach to social media It’s no secret that banks are changing. For a long time, they were the long-established institutions that we had to work around. They set the agenda and customers had to like it or lump it. We visited, we queued, we made formal meetings with managers, we queued some more – somehow we kept our cool. […]
- What consumers do The Reevoo guide to the modern consumer purchase journey For years, user-generated content (UGC) has suffered from a bit of an image problem. If you’re a marketer, UGC might only mean reviews on a product page. And that’s absolutely fine. Reviews do work brilliantly at the point of purchase. But there’s a secret… and it’s getting out. Manufacturers and retailers (and smart brands in other […]
- Innovation 4 travel agencies disrupting the game Travel was one of the first industries that realised the potential of reviews in marketing efforts. Now it’s ahead of the game again, as travel agencies embrace new ways of taking payments, providing experiences, marketing their services and keeping up with the consumer. And keeping up with the consumer is crucial: people used to visit […]
- What consumers do Are immersive experiences changing marketing? I’m in a wheelchair, in what looks like a men’s changing room, and eleven men, in full American football kit, their helmets under their arms, are looking at me. I think I’m their coach. And they’re waiting for instructions… It’s not a nightmare, but the opening scene of an immersive theatre company I bought tickets […]
- User-generated content 5 weird and wonderful ways UGC is going to revolutionise insurance Insurance is a trillion-dollar industry, and it’s also one dominated by very old institutions. So it’s catnip for disruption. And a big part of this inevitable disruption of the insurance industry will be driven by user-generated content (UGC). InsurTech startups, as they’re known, are promising to make insurance less of an adversarial industry and more customer-focused. Just think of the number of times […]
- User-generated content How to build an electric car brand Now it’s no secret that the automotive industry is in the midst of a big drive to build the most powerful electric car brands. It also plans to increase the number of electric and low-emission vehicles it offers to the public. It’s also no secret that, across Europe, governments are also trying to lessen the shock […]
