The introduction of the online customer review system on Amazon.com more than seven years ago marked the ascension of the consumer as purchase influencer. This trend has continued, with social media and Web 2.0 tools enabling more buyers to speak out and be heard. Today it can be argued that a consumer-initiated recommendation for a product or service has perhaps even greater impact on influencing sales than a professional review. To this end, a recent survey by consumer feedback network Bizrate revealed 59 percent of users consider customer reviews to be more valuable than those from experts.
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Social Marketing: Connect, Listen and Influence
Posted by: Bob Cramer and Jacqui Chew October 31, 2007 04:00 AMThe introduction of the online customer review system on Amazon.com more than seven years ago marked the ascension of the consumer as purchase influencer. This trend has continued, with social media and Web 2.0 tools enabling more buyers to speak out and be heard. Today it can be argued that a consumer-initiated recommendation for a product or service has perhaps even greater impact on influencing sales than a professional review. To this end, a recent survey by consumer feedback network Bizrate revealed 59 percent of users consider customer reviews to be more valuable than those from experts.