One of the problems facing the digital agency is about the power of online reviews. It is great to receive good reviews, however, doubt about them is called into question when bad reviews start cropping up, especially reviews that are off base about the brand’s service. It may be tempting to discontinue any services that encourage online reviews. However, new data by eMarketer shows that would be a mistake.
65% of respondents somewhat trust online reviews. A brand that is missing online reviews is viewed suspiciously by many users. This is also true of brick and mortar businesses. 70% of respondents do online research and price comparisons before visiting a brick and mortar vendor. A plethora of positive review does make some people more likely to trust a brand, however that gain is minimal. Survey results show that negative reviews are better than no reviews and the brand should be consider them valuable to its marketing efforts.
Photo by Margaret Ornsby