User Generated Content (UCG)
User Generated Content (UGC) Campaigns have increased in popularity during 2014 and the predictions are that they will continue to play a part in marketing campaigns over the coming year. What differentiates UGC campaigns from other content marketing campaigns, is the emphasis placed on content that is generated by the user. In a marketplace that is already crowded with companies pushing content to promote their brands, potential customers will identify quicker with content that is coming from other potential buyers or existing customers.
This content can come from reviews, feedback, social sharing and the content generated from these sources can be incorporated into the general communications and online offerings for the hotel to strengthen their impact. So it is important to have the tools in place to allow for users to interact with the brand and to share their content and where possible to implement proactive campaigns to encourage interaction.