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Marketing, Digital Marketing Article, user-generated media
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Marketing with user-generated content

  • The volume and importance of user-generated media are growing by leaps and bounds, and marketers are struggling to keep up.
  • A decentralized approach has its place, but too much experimentation in the trenches can make it difficult for companies to focus on the most valuable opportunities.
  • Companies can increase their odds of focusing on the most valuable opportunities if they explicitly map their brands, industries, and customer characteristics against the core marketing activities that could benefit from user-generated media.
This article contains the following exhibit:
  • Exhibit: A conceptual map clarifies where user-generated media could be relevant to core marketing activities.

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