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How user-generated content can win hearts and minds

User-generated content can help advertisers win the trust of today's ad-avoiding consumer by providing social proof from a community of advocates that a brand's superior customer experience and values are genuine, writes Raj Nijjer. "[B]rands that position themselves as 'human, helpful and handy' will be able to cut through the soulless noise that is today's marketing landscape," he writes.

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