Maximising CTAs with UGC at scale: The under-tapped opportunity in social commerce

Explores the benefits for advertisers of using visual call-to-actions in digital media, including user-generated content.

The biggest e-commerce challenge that companies are facing today, according to Mimrah Mahmood, APAC regional director of media solutions at Meltwater, is their “inability to scale”.

“A lot of organisations run things manually,” Mahmood observed at the recent FUTR Asia Summit in Singapore. “There’s someone copying things from an Excel file to another file, and once you start to realise that there are so many customers and you’re

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