Get your customers involved

Foux, Graeme
May 2006
Brand Strategy;May2006, Issue 202, p38
Trade Publication
The article looks into the significance of consumer-generated media (CGM), an online information service where consumers post their comments, opinions, complaints and experiences with certain brands. This information is a very valuable tool for marketers in analyzing the attitude of customers and in developing advertising campaigns. Moreover, it is affordable to set-up. Amazon.com Inc. and eBay Inc. are the two sites that first realized the potential of CGM.


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