For all the ways it has changed, marketing strategy has been the same since it was invented.

Brands work hard to craft message, then send it into the world in newspapers, white papers and 140 character tweets, hoping consumers respond by opening their wallets.

But with the rise of consumer generated media-namely social media and reviews on third-party sites which make their way to organic search results-consumers hold more powerful megaphone than ever before. While many brands view online reviews as an uncontrollable, expensive presence that must be “dealt with”, ConsumerAffairs thinks companies should seize the opportunity to connect with customers and jointly shape the conversation happening online. Brands who do typically see an increase in customer engagement, a shift from negative to positive sentiment toward their brand in organic search and increased access to consumers at the zero moment of truth, meaning leads that convert better than anywhere else on the web.

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