If you’re reading this, then you are an internet user. You’ve probably bought stuff off Amazon or other online shopping stores. You probably base your decisions to shop for a particular item, whether it is a new tablet or phone, whether services like internet or cable, or even if it is to watch a new movie. You want to know what the experience has been for people who have already bought or seen what you’re looking for.
People today are expressing their opinions on every platform they get. Facebook and Twitter make it easy for word-of-mouth to spread like never before, and online shopping stores like Amazon even encourage user reviews. People are encouraged to become part of the online review community to share their experiences and give an honest feedback. For marketing, this has many implications. The impact of user reviews cannot be understated. Here are a few reasons why:
- Honesty and integrity: This is the biggest reason user reviews affect marketing. Because the reviews are written by real people who have actually used the product or service, other potential customers can trust its honesty and integrity. They know that they are not being given a sales pitch, that the pros and cons of the product are stated in an unbiased manner. They can trust the integrity of the article even thought they don’t know the reviewer personally because they understand that the reviewer has no ulterior motive behind giving that kind of feedback.
- Human nature: It is an innate human nature to trust the word of people who speak with authority, even though they may not really be certified to give a certain opinion. For example, if you are thinking of buying a book online, and want to know what the reviews are, you will not only look at reviews by professional critics, but you may end up giving equal or more weight to even casual readers and their reviews because you are a casual reader yourself. The written word has always created a nature of authority, whether online or in print, and especially online these days, reviews are becoming more important psychologically.
- Gives rise to debates: Because reviews are subjective, there will always be opposing points of view. If one user does not like the product, chances are you will find another who loves it, unless of course the product in question is really a terrible product that the majority of people find it useless. If it is a decent product, then subjective perceptions will give rise to debates which will encourage the popularity, and more people will be willing to try it, simply to form an opinion of it themselves.
Author Bio: This is a guest post by Jena Branch of Buycox.com, a site that offers savings and current information on Cox Communications.
Recent posts in eCommerce