The Bazaarvoice channel mix study

Commerce today is everywhere. With instant and always-on connectivity, it’s always at our fingertips — online and offline. And everywhere commerce is, there’s one constant: the voice of the customer is key.

Engaging consumers solely by pushing messages through advertising no longer works. As shoppers embrace more personal, conversational experiences, brands must connect their paid, earned, shared, and owned (PESO) content efforts into a unified framework that nurtures these customer-to-customer connections. But how are brands keeping pace with these shopper demands?

We surveyed over 400 leading brands and retailers from six countries (UK, US, Canada, Germany, France, and Australia) to find out. Our study reveals how marketing teams organize and align their content creation and advertising efforts, and offers guidance for achieving a balanced channel mix.

In this e-book you’ll learn:

• How marketing teams align content creation and advertising efforts (or not)
• Why paid content budgets are on the chopping block
• Why leading brands are turning to user-generated content
• The impact the current economy is having on content efforts
• How to achieve an efficient, effective PESO framework