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Noor Hammad Head of Product Marketing Stackla

How to Optimize Digital Marketing In A Shifting Consumer Landscape

Thanks to the advent of social media and smartphones, marketers are now living in what Forrester Research refers to as “The Age of the Customer.” Consumers have been empowered by technology and it has shifted everything from how they shop to who they trust.

It used to be that the bulk of information people got about a product or service came from the brand itself. Now, consumers look to social media for unfiltered product recommendations and straight-talk about brands. In fact, 92 percent of consumers trust earned media (like organic social content) more than traditional advertising, and 81 percent of consumers’ purchasing decisions are influenced by social media posts.

"In fact, 92 percent of consumers trust earned media (like organic social content) more than traditional advertising [...]"





To catch consumers’ attention in an authentic way, brands are increasingly turning to the social posts that people want to engage with. These social posts, images and videos are user-generated content (UGC), and they’re more credible, trusted and relevant content than any brand can manufacture. Now, modern marketers at leading brands are harnessing the power of UGC to optimize their digital marketing campaigns.

Toyota Drive Ad Engagement With UGC

When launching their annual Feeling the Street campaign last year, Toyota knew authenticity was the key to resonating with their Millennial target audiences. By infusing their Facebook ads with real user content, they received over 1.2 million social actions on their ads and achieved an impressive 440 percent increase in engagement over the previous year’s campaign.


Hamilton Island Boosts Click-Throughs and Bookings

Since global travel destination, Hamilton Island, has no shortage of picturesque visitor photos, they decided to save money on expensive professional photographers and showcase the stunning images their guests were capturing during their holidays.

Not only do they highlight customer content on their website, but they also use UGC to power their Facebook ads and enhance their blogs. As a result, their Facebook ads get three times higher click-through rates than their branded Facebook ads (and for one third of the cost per click), and their blogs containing UGC product on average 50 percent more bookings than ones that didn’t.

It turns out that the key to optimizing digital experiences for consumers is to put consumer-created content at the forefront of your digital marketing strategy.


Check out Stackla's expert presentation from the Melbourne Masterclassing here: Optimising Digital Marketing In A Shifting Consumer Landscape from Stackla