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Forrester: Three Ways Consumers Build Your Brand

Posted on 2.10.2015

Today's perpetually-connected consumers have taken control of the marketers' message. They use social to widely share their experiences—good, bad, and in-between—on the products they use and the brands they love. We all know consumer reviews and other social sharing can help drive sales, but there's a much larger implication: the impact on building the brand. But too many marketers neglect the power of this immature but influential marketing discipline. To make the most of user-generated content (UGC) and its impact on building a brand, marketing leaders must solicit authentic, value added content from their customers and measure results to build maturity.

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