The Insight Files
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The Insight Files
Consumer trends and news curated by Tourism Australia
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Consumers more influenced by UGC than any other promotion type

Consumers more influenced by UGC than any other promotion type | The Insight Files | Scoop.it

Consumers begin dreaming about and planning trips as a result of content that captures an experience they would also like to have. Travellers have always responded to the potential within a well-chosen marketing image, but user-generated content (UGC) goes beyond presenting what's possible. According to the latest research conducted by Rivet, consumers are more influenced by UGC than any other type of promotion. While 47% of Americans trust paid advertising, 92% trust earned promotion, finding it more relevant to their purchasing journey. UGC can do more than pique interest in a destination; it can be part of a process that inspires bookings and creates qualified leads that companies can firmly assess. However, without the ability to calculate its impact, many organisations have been hesitant to rely on UGC. By integrating UGC into a company's marketing mix in the most affordable, repeatable, scalable and measurable ways, organisations can view the positive correlation between displaying experiential content and increasing the conversion of dreamers to bookers.

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Massimiliano Piergentili's curator insight, May 7, 2015 2:09 AM

I contenuti influenzano sempre di più le scelte degli utenti #internet

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Connecting user-generated content with marketing

Connecting user-generated content with marketing | The Insight Files | Scoop.it

When it comes to the travel industry, there are few marketing tools as effective as user-generated content (UGC), says Rivet. For travel marketers, UGC offers a unique opportunity for brands: awe-inspiring, authentic media that creates immersive experiences for travellers across web properties. UGC is peer-approved sentiment of positive experiences at destinations or hotels. With real-life travellers creating and sharing content, consumers don't have to half-heartedly trust generic brand advertising. For many travel brands, UGC is uncharted territory and the accompany logistical challenges have newcomers struggling to successfully implement it into comprehensive content marketing strategies. Rivet, a consumer engagement platform, has developed six best practices for inspiring travellers with user-generated content, which can be downloaded here.

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