tag:blogger.com,1999:blog-6398461213147469571.post4908865758801418444..comments2019-11-19T13:53:12.109-06:00Comments on Citizen Marketer 2.1: Driving Purchase Consideration: Podcast with Jackie Huba & Rob HarlesAaron_Strouthttp://www.blogger.com/profile/09964204478772858370noreply@blogger.comBlogger1125tag:blogger.com,1999:blog-6398461213147469571.post-5641816120264251672009-10-23T12:28:21.840-05:002009-10-23T12:28:21.840-05:00A recent McKinsey report (June 2009 Subscription) ...A recent McKinsey report (June 2009 Subscription) highlights that the ratio of purchasing decisions driven by company vs consumer is 30/70. 70% of purchasing decisions are drive by consumer reviews, word of mouth and in store interactions.<br />So I think the answer to your question on content is "user-produced". Brands should provide high quality content to their core customers/community so they repurpose/customize it as user-produced.laurenthttp://blog.ecairn.comnoreply@blogger.com