Brands are increasingly paying for 'Likes', followers and reviews, and despite the risks associated with this activity and the questionable efficacy of the tactic, there may be a logical reason for it.
That reason: according to Nielsen, consumers trust earned media, such as recommendations from friends and online reviews, far more than they do paid media.
People leaving product reviews online are motivated by helping fellow shoppers or to reward companies for good service.
This infographic from Demandforce also looks at how consumers are influenced by reviews, and their importance for local businesses.
When Google announced that it was acquiring Zagat, it looked problematic. After all, Zagat was a publisher struggling to stay relevant in the digital age and Google was the world's biggest search engine. The potential conflicts the deal could create were huge.
One of the companies likely to have been most concerned with the acquisition was Yelp. Along with other popular user-generated reviews sites, it has arguably played a key role in Zagat's woes. With Google behind it, would the Mountain View-based company push Zagat content at the expense of a company like Yelp, which it once reportedly looked to buy?
Last September, Google acquired Zagat, a company that built a world-famous brand around printed restaurant guides.
Thanks to the internet and the rise of user-generated reviews sites like Yelp, Zagat like so many other print publishers had seen a stunning reversal of fortunes before Google swooped in to buy it.
Here's a round up of digital marketing stats we've seen this week.
Topics include connected TV, mobile email, social media customer service, QR codes and Angry Birds...
Qype has announced that it cut more than 2,000 fake reviews last month as it seeks to clean up its listings.
It said that around 3% of new reviews have been deleted since it declared war on unethical listings last year.
Marketers know that smart phones and tablets are increasingly part of the "path to purchase" for many consumers, but how big a role did they play in purchasing decisions this past holiday season?
According to Google, a big one.
Social commerce company Reevoo has released research that suggests bad reviews are good for business.
The company found that 68% of consumers trust reviews more when they see both good and bad scores, while 30% suspect censorship or faked reviews when they don’t see anything negative at all.
When it comes to getting reviews from the media, I like to take the
approach of 'you make your own luck'.
It’s very easy to send press
releases to a selection of media publications, sit back and forget about
it, but like any form of outreach, without a targeted approach the
results will be poor.
The quality and quantity of your media reviews is tied directly to the
amount of effort that is put in, and the amount of research that is done
before you hit send on an email.
Working as both a blogger who reviews
products, and as a marketer who is trying to get reviews, I’ve compiled
20 solutions based on my own experience.
Free speech. We all think it’s our God-given right, but are we exploiting it? Twitter, Facebook, blogs and reviews all give the consumer a perfect platform to play the critic.