User Generated Content and Marketing 4.0

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Nowadays, companies must not only worry about creating and distributing their own content, but also about curating everything that is generated by users , which presents both an opportunity and a challenge on both sides.

The opportunity comes from the fact that it is not just a one-sided communication between brands and users; rather, it is the user who produces the content (especially in their social networks) that ensures greater diffusion and helps to transmit trust in followers. In this way, a more 'natural' communication is established, with a higher level of engagement when they sponsor a brand.

But, on the other hand, it is also a challenge because you have to pay list of ireland consumer email attention to all the conversations and content somehow related to the brand that different users upload, which is why community management is essential. It must be very clear, for example, how we would like an influencer to communicate our brand or what is the best language to use.

This is a factor that did not exist before the digital transformation, equivalent to word-of-mouth. It is necessary to understand well the changes in consumer behavior and their new way of relating to the fashion content they consume.