The human connection was brought into the digital mainstream in the early 2000’s with the concept of social media and since then has exploded on a number of mediums. A cultural shift in how people consume and engage with online content has changed.
No longer are they lured in with branded content created to drive conversions, instead, they are using their own voices to relay experiences and more importantly to make decisions. It is now to a tipping point where user generated content on social media and online reviews has taken the crown from branded content, thus proving that transparent, consumer opinion on brands, products or services reigns as king and is the driving factor for consumer decisions.
With this shift, core marketing strategies need to look outside of their own content plan and utilize the user generated feedback to help their brands succeed.