Tag Archives: reviews

Are Your Consumers Changing Minds After Negative Reviews

October 15, 2011

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Reading online reviews and making a purchase decision based on them has become very common these days. People trust what other people say and experience.

But a recent study by Cone Communications reveals that 4 out of 5 consumers change their minds about recommended products based solely on the negative reviews that they find online. Compared to 2010, this number has increased by 67%, thus implying the strong influence these product reviews are having on consumers.

It’s not only the negative reviews, positive reviews do tend to influence the purchasing decisions. As per the results, 85% of people have said that they are more likely to buy the product if the reviews are positive.

While researching product information on websites is most popular, consumers are also moving towards rating websites and blogs of experts. The number of people who gather information from social networks and their friends is less compared to other places but is still significant.

However, one of the most interesting finding is that consumers tend to believe a source less trusthworthy if he/she has lot of followers or fans on social networks. I suppose people have started understanding that a lot of followers might not necessarily mean expertise, followers can be purchased also and exagerated numbers can be filled with fake accounts as well.

The growing impact of negative reviews on consumers is something that marketers should be watchful of. It takes less than 10 minutes for a disgruntled consumers to go online and post  negative things about a product. It now becomes very important for companies to keep their eyes open and read what is being said about their products online. If there is something negative, it is very important to reach out and make amends accordingly. Damage control is the new mantra.

Moving onwards it is imperative for brands to make your consumers your brand ambassador. Give them what they want, offer them satisfaction and they will do the publicity for you for free.

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Google’s Zagat Acquisition – What It Means for Search Marketers?

September 21, 2011

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Zagat, one of the pioneers in user-generated content who provided a platform to write and publish reviews for restaurants has now been acquired by Google.

In spite of being a pioneer, Zagat couldn’t survive amidst the other startups like Yelp. But well, Google saw the potential in owning this user-generated content website which goes well with it’s Google Places services.

Google had already removed all third party content from Places pages and now it will publish only reviews from Zagat. So what it means for Search Marketers?

  • Local restaurants who are already using Zagat, well this is really good news for them. Those that are not using Zagat, this is the time to get some reviews there as now these reviews would be displayed on Google Places. Encourage the customers to write reviews on Zagat. I personally feel that with Google’s name attached to Zagat, popularity of Yelp and Urbanspoon would be reduced.
  • Considering the strong credibility Google holds, Zagat’s reviews will now become more important. These reviews would be fed into Google Search, Google Places and even possibly Google’s Hotel Finder.
  • Zagat also has ¬†a strong presence in mobiles with its review app available for almost all the handsets. With Zagat’s review app and Google’s localized search, we could see potentially a very useful application.

With the combination of Zagat’s reviews, Google Plus and local search, Google can deliver personalized recommendations of hotels based on the user’s preferences.

One of the point made by Zagat is that their reviews are different from the other review websites. They claim that the reviews are of higher quality than the ones published by its competitors as they are written by verified users and reviewed by their staff members.

With a company like Google who keeps pressing for quality content, this deal is a very thoughtful and useful one. After social networking, hotel reviews, only time will tell what Google has planned next….

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