Bazaarvoice：2023电商UGC营销全攻略（英文版）

Commerce has shifted — brands and retailers are no longer leading the charge and dictating how and what consumers buy. Consumers are undoubtedly more effective at selling products than brands in today’s commerce landscape. But as marketers, we’re biased toward branded content. And we’ve spent a sizable percentage of our budget and time creating it. In 2021 alone, brands spent $7 billion on advertising to inform and influence consumer behavior.