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Retailer-generated content is a ‘fourth media’

E-commerce sellers, especially those with small- or medium-sized stores on Taobao or WeChat, aggressively market products in categories like beauty, fashion and electronics. Some of these stores are official distributors, but many are not. The stores engage with consumers, promote on social media, and post content on their own sites. There is no guarantee that what they post is “on message” or even accurate. The stores may be small, but they make an impact accounting for upwards of 40-50% of the buzz for some fashion brands. The buzz is not just spam, but genuinely informative and useful content that educates and influences consumers’ perceptions with advice and suggestions on how to use the products. Brands are on top of paid, owned and earned, but for this “fourth media,” which is beyond their control and influence, the must be vigilant in systematically tracking such content to determine if and to what extent it is making an impact on brand perception and/or sales.

Continue reading at AdAge.com