Website marketing services 'should concentrate on UGC'

Website marketing services 'should concentrate on UGC'

Digital brands may benefit from concentrating on user-generated content (UGC), as new research has revealed that the use of customer reviews in shopping transactions is growing.

According to social commerce site Bazaarvoice, more than five million questions were written, read or replied to by consumers in the weeks leading up to Cyber Monday.

Vice-president of international at the company Andy Leaver noted how "exciting" it is to witness the number of people turning to other customers to ensure the perfect Christmas present is found.

"These figures highlight the growing trust shoppers now place in the opinion of peers," he said, adding that UGC is becoming increasingly omnipresent in the UK.

Online businesses may profit from taking these statistics into account when employing their online PR strategies as, according to Bazaarvoice, on Cyber Monday, over 24 million reviews were accessed by those doing their Christmas shopping, a climb of 128 per cent on the same day in 2008.

This follows comScore's weekly holiday survey, which found product feedback to be the best tool to persuade people to buy.

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