UGC is content that has been created by the consumer about a brand or product, rather than paid for or created by the brand itself. Not only is it useful for understanding your consumer’s behaviour but there are many other benefits to implementing the use of UGC as part of your marketing strategy.

Actively listening to your customers and being aware of the public conversations they’re having about your brand, provides interesting insights into what your audience really thinks and feels about you. This is called user generated content (UGC) and is the perfect way to understand your consumer’s behaviour.

The Marketing Mix also known as the 7Ps have long been written about and applied to many marketing strategies, however a marketing strategy that consists of; product, place, price, promotion, physical evidence, people and processes lacks one thing, primary research.