From Consumer to Contributor

Abstract

To grab audience attention in a fast-growing digital space amidst aggressive competition brands are always on the trail for innovative ways to reach out to their target consumers. With technology as an enabler, user generated content (UGC) is evolving as a compelling tool, transforming how consumers engage interact and consume information. It's emerging as a practicable, cost-effective option across a consumer's purchase journey to drive engagement footfalls and maximum conversions. It indicates original content generated by consumers of Products with a minimal contribution of the brand itself. For communicating the Brand message, UGC has brought about a change in the role of consumers. from being passive observers to empowering them and making them an integral part of the brand narrative. This chapter navigates through the role of UGC in transforming the consumer journey, focussing on how the untapped potential of authentic customer-centric content can be leveraged on social media to drive a strong consumer community, get insights in new-varied formats of new media, and perform data-analytics.