Upcoming Trade Shows in for Marketing

Given the fragmented state of the Internet in the 2020s, marketers have to rely on their audience and authenticity to broadcast their message and convert sales. Perhaps the biggest trend to hit the marketing industry is the rise of user-generated content (UGC) to the forefront. It’s through the community that brands can build awareness and trust. UGC, which encompasses any content created by users about a product on their social media profiles, is the best of both worlds - it’s organic marketing and doesn’t cost much. Unlike traditional influencer marketing, which relies on sponsored partnerships, UGC thrives on authentic word-of-mouth promotion. This grassroots approach enables brands to connect with their audiences in a more genuine manner. Consumers have voiced their preference for UGC (80%) as they’re more likely to trust a brand when it is being recommended by other consumers, and not influencers. This statistic highlights the effectiveness of UGC in today’s marketing landscape, where consumers are increasingly skeptical of traditional advertising methods. As a result, marketers are actively incorporating UGC into their strategies, leveraging social sharing, giveaways, and other tactics to amplify user voices and extend their reach. In parallel to UGC’s rise, authenticity continues to be a dominant trend in the marketing industry. Authenticity is the third-highest value for US consumers, which challenges brands to cultivate a genuine voice. An increasingly difficult task given the proliferation of AI-generated content. Critical consumers are able to tell when a brand is using AI, so maintaining an authentic brand presence is crucial for building consumer trust. Marketers are responding to this trend by fostering emotional connections through community-building efforts. Currently, 70% of marketers agree that community building is essential for customer retention. Additionally, 82% of consumers expressed a higher likelihood of purchasing new products from companies with engaging online communities.