1. Is user generated content fuelling data fatigue?

    Nick Ismail As the quest for better customer dialogue gains pace, user generated content has emerged as a key focus for 2017. Will it deliver on its promise or is there a very real danger of it muddying an already confused picture? Brands understand that consumers no longer rely just on the information they generate. Above-the-line advertising is an important tool but it’s a starting point; a stepping stone for today’s more complex interactions.

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