The two most important and vital components of exhibiting your brand’s merchandise modestly are either personalization of the content or leveraging user-generated content.
With the growing need for customized and individualized content, marketers use this personalization feature to alter the content as per the targeted audience. According to a fact, 93% of businesses with advanced personalization strategy experienced a boost in their revenue.
On the other hand, UGC being the most authentic content to be displayed for promotions and advertisement is the new hype of the growing online market.
Online retailers and marketers are stuck in this vicious circle to choose which out of two goes well with the modern shoppers and synchronize with their interests and needs.
Here are some points that reflect the boon and bane of both the marketing strategies, which online marketers should consider.
Content personalization is the strategy that centers around the interest of the customers for delivering the targeted content that is relevant to the customer’s motivation and desires.
It provides tailored content that has the potential to influence the purchasing behavior of shoppers.
It is a thin line of action to convert potential customers into real customers by furnishing and customizing the content that exhibits the brand’s aesthetics.
Advantages Of Personalizing The Content
One of the biggest advantages is that it provides the most relevant content to the customers to engage them individually. It is the more refined content that the customers have access to. It connects with each customer individually based on his interests and needs.
Another advantage is that it shapes and redesigns the content according to customer’s data and technology, which helps build a strong customer’s profile with the segmented and sophisticated display.
Let’s take the example of Amazon. It is one of the best e-commerce sites that use personalization, which has resulted in amazing customer experience and engagement.
It personalizes its homepage according to the customers’ desires and past search results that make it easy for them to explore and discover the products they are interested in.
Not only Amazon, but even Facebook has also been utilizing this feature since long back. It displays personalized feed like targeted advertisements, relevant updates, news, and posts from your friends.
Disadvantages of Personalized Content
With the growing popularity of e-commerce stores, there have been many issues of data privacy prevailing across the globe. Website visitors hesitate to login to the online stores, which ask them to provide additional and excess information.
Online marketers should keep a balance between limited and extreme information to enhance the engagement of the users.
Any type of content (images, videos) created by the users of the brand showcasing their experience with the brand is called the user-generated content.
It is the most authentic, trustworthy, and reliable form of content. It has overshadowed all the marketing strategies and has emerged as the most successful marketing trend.
It has rolled over the feeds of almost all the brands to make their social media and online stores a perfect destination to shop for modern shoppers. Why? Because people trust the recommendations of general users as compared to branded promotions and advertisements.
Advantages Of User-Generated Content
User-Generated Content is the most legitimate way of advertising that adds credibility to the brands, making it an undeniable choice for the customers.
By displaying the realistic images of the products that genuine customers have posted, it has proven to influence over 90% of customers’ purchase decisions.
It would be wrong to say the people trust word-of-mouth over any marketing tactic nowadays, and UGC is the internet’s word-of-mouth that makes your great customers’ experiences visible.
Using this UGC, brands can also create shoppable content that can streamline the customers’ purchase path, giving them a smooth shopping experience.
The most famous brands like ReeBok and Calvin Klein, are among the best examples of the brands utilizing UGC to show narrative and honest recommendations on their online platforms to create a larger customer base.
Therefore, this marketing trend is the ultimate way to groom your brand by personifying it with genuine word-of-mouth recommendations. It builds trust for the brands and displays the aesthetics of your brand through customer stories.
It is also the most cost-effective way of advertising that enhances the engagement of the users with the brands and yields higher rates of revenue and sales.
Disadvantages Of User-Generated Content
UGC marketing can sometimes take a steep turn by making headway towards influencer marketing, which results in the extortionate and overpriced decision for the brand.
Another disadvantage of exhibiting UGC is the content privacy of the content creators.
It sometimes gets complex as repurposing the content without the legal permission from its creators, drag the brands into tough situations like copyright infringement issues.
To avoid getting involved in such legal actions, there are many rights management tools that can help the brands ask for their permission rightfully and legally.
A Smarter Decision To Plump On!
While moving in coordination with this fast-forward world, marketers need to score a success by delivering modern-day customers’ longing urge.
To get over the customer’s desires, the UGC marketing trend is the way ahead. Vibrant and customized images of the branded products attract the potential customers, but the real and genuine images of the existing customers trigger them to purchase.
UGC is the marketing vehicle that will lead to the brand’s growth and success by expanding the customer reach and enhancing their engagement and interaction with the brand.
As it is rightly said by Warren Buffett, “Any business that has delighted customers has a salesforce out there.”