Word of mouth has always been the most powerful source of marketing and promotion. With the rise of the internet and social media in the past 10 years, the “word of mouth” factor has changed its face.
It used to be passed on through person to person conversations, however, now due to our preference for social networking, the “word of mouth” factor has more scalability, and far more reach and influence than ever before.
User Generated Content (UGC) is now the most influential piece of the dynamic customer journey in making purchasing decisions. Traditional advertising has lost its effectiveness due to oversaturation and a lack of authenticity, creating a lack of trust in the consumer. Consumers now rely on the content of their peers (mostly through social networking) more than anything to help guide them along the dynamic customer journey and influence them in their purchasing decision. As a result, it’s these shared experiences on social media platforms that become the new SEO (Shared Experiences Optimization) as they have more influence than any other source of media and advertising.