- Posts tagged Online Reviews
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SEO Tactics [CHART]
As they worked to include a growing number of mainstream and niche digital tactics in their campaigns, marketers also focused on improving their organic search presence. The most popular method was to add Facebook and Twitter sharing buttons to sites, with just over two-thirds of respondents having used this approach. In addition, almost half of marketers said they were increasing the amount of new content being uploaded to their sites, underscoring how important a robust set of owned media is becoming for brands in the digital space. Read the rest at eMarketer.
Most Valued e-Commerce Features [CHART]
Almost all online merchants see the value of keyword search as an website feature, finds the e-tailing group [pdf] in April 2012 survey results. Asking e-commerce executives to rate 50 features on a 5-point scale (with 5 being very valuable, and 1 being not at all valuable), the company found that keyword search was indicated by 98% to be a valuable, somewhat valuable, or neutral (top 3) feature, making it slightly more popular than sales/specials (95%), email as a merchandising vehicle (94%), seasonal promotions (94%), and what’s new (93%). Other features getting a top-3 ranking among at least 90% of respondents included cross-sells (92%) and product ratings and reviews (91%). Read the rest at Marketing Charts.
Relevance Of Information Sources [CHART]
The Nielsen survey also asked respondents to identify which advertising and brand messaging platforms are the most relevant to them when searching for information about the products, finding that the relevancy results often mirrored the trust responses. Recommendations from friends and family again topped the list, at 90% of respondents, followed by consumer opinions posted online (75%), branded websites (59%), and editorial content such as newspaper articles (55%). The relevance of paid traditional media platforms ranged from about 40-50%, while many online platforms scored lower, save for ads served in search engine results (42%). Read the rest at Marketing Charts.
Trust In Sources [CHART]
Global online consumers place the most amount of trust in earned media, and the least in ads served on mobile phones, finds Nielsen [download page] in an April 2012 report. An impressive 92% of consumers surveyed around the world said they trust earned media, such as word-of-mouth or recommendations from friends and family, an 18% increase from 2007. Consumer opinions posted online (70%) was next-most trusted, outpacing other formas such as editorial content within newspaper articles, and branded websites (both at 58%). Text ads on mobile phones are trusted by just 29% of consumers.
This finding contrasts with April 2012 survey results from Ipsos, which found that while consumers worldwide may turn to their friends for advice on purchases, only 38% will trust a product or a service more because friends recommended it. Read the rest at Marketing Charts.
Online Reviews & Suggestions [CHART]
Brands can gain significant insights into how to improve already successful products by analyzing online reviews, finds BazaarVoice [pdf] in a March 2012 report. Examining more than 6 million pieces of user-generated content from both in-store and online shoppers, the company found that 12% of all reviews include product suggestions, and that the frequency of suggestions was highest among very positive reviews (4 out of a possible 5 stars), at 20%. A significant proportion of 1-3-star reviews were also accompanied by suggestions, ranging from 16.3-20%, although, somewhat predictably, the frequency of suggestions coming with 5-star reviews was lowest, at 7.26%. Read the rest at Marketing Charts.
Creating Compelling Content [INFOGRAPHIC]
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One-Third Do Comparison Shopping In-Store [CHART]
34% of mobile consumers in Q4 2011 said they have comparison shopped in-store with their mobile device, while 27% have searched for reviews, 21% have searched for coupons, and 12% have purchased on their mobile phone instead of the store. Consumers aged 25-34 were the most likely to have comparison shopped in-store (39%), almost 40% more likely to do so than consumers aged under 24 (28%). However, those under 24 were the most likely to have purchased on their mobile phone rather than from the store (15%), slightly ahead of 35-44-year-olds (14%) and 25-34-year-olds (13%). Read the rest at Marketing Charts.
Millennials Most Likely To Share Brand Experiences On Social Networks [CHART]
The study also found millennials more likely to share their own purchasing experiences—both positive and negative—with the masses. Aside from company websites, forty-two percent of millennial internet users said they preferred to post comments on social networking sites about positive product, brand or service experiences in order to share their experience, compared to just 17% of baby boomers. And slightly more millennials (25%) preferred to share positive information on third-party sites such as CNET and Consumer Reports than did boomers (21%). Read the rest at eMarketer.
How Online Women Influence [CHART]
Today’s US woman is expanding her “sphere of influence,” according to September 2011 research from Fleishman-Hillard, Hearst and Ipsos Mendelsohn. Through social networks and web tools, she is both contributing and seeking out purchase recommendations from friends and followers.
According to the survey, 54% of US female internet users said they feel a responsibility to help friends and family make wise purchase decisions, and nearly half said they influence friends and family to buy—or not buy—a product or service on a regular basis. When a similar study was conducted in September 2008, only 31% of women said they felt they regularly influenced other people’s purchase decisions. Read the rest at eMarketer.
Millennials Trust Online Reviews More Than Friends & Family [CHART]
51% of Millennials (born between roughly 1977 and 1995) say that recommendations from strangers through user-generated content (UGC) on a company website is most likely to influence their opinion when making a purchase, compared to 49% who say that recommendations from friends and family is most influential, according to [pdf] survey results released in January 2012 by Bazaarvoice. By contrast, Boomers (born between roughly 1946 and 1964) are almost twice as likely to favor recommendations from friends and family over UGC (66% vs. 34%). Read the rest at Marketing Charts.
