People trust consumer product reviews

According Forrester research survey published in one of my earlier post most people (77%) trust an information received in email from someone they know and on the second place (60%) consumer product rating/review. So let´s look at this review thing, as I have found an interesting slide:

Let´s mention at least the two websites using this method BestBuy or Amazon:

And some of them build their business on it as Consumersearch:

or epinions:

Bottom line? When making an TV ad for your company keep in mind, that prospectives will far more believe in what is written on these sites by another users. So use your cretive energy for something else. Article originally published on my Slovak Word-of-mouth blog.

Number of the day

Not only control of wealth but also influence is getting concentrated. In the time of information overflow it is not the company communications (e.g. advertising) what influences us, but rather blogosphere and opinion leaders (see also this post).

Polls

There are thousands of polls, surveys as a baseline for decision on marketing strategy or tactic.
But do we act upon results?

Most of the time no. Or not enough.
Managers, usualy not experienced enough or less connected with marketing profession still prefer their personal opinions in the end. I feel that this would be better...

In this situation I love to use the words of marketing guru Sergio Zyman: If you buy all the production, I act upon your preferences. Until then, let´s respect the customer.