User generated content

Six new and creative examples of user-generated content – Econsultancy

User-generated content is certainly not a new marketing strategy, but it appears to be enjoying a renaissance. UGC – which refers to any kind of content created by a customer and used by a business – helps brands to build an immediate sense of authenticity. Unlike online reviews – which can easily be faked, biased, …

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How China’s online travel agencies (OTAs) have found success as influencer platforms

Influencers are a huge and growing phenomenon in the travel industry – as in so many others – catering to a generation with the desire and means to travel the world and post the perfect pictures of their trip to Instagram. China’s travel industry is no exception, with young travellers increasingly opting to travel alone …

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Hello Kitty: Why the iconic brand partners with micro-influencers

On day one of the Festival of Marketing 2018, Martina Longueira, EMEA and Australia Marketing Lead for Hello Kitty, spoke about how one of the world’s most iconic and recognisable characters does digital marketing. There was no need to introduce Hello Kitty to anyone in the room – when Longueira asked if anyone attending her talk had not …

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