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Media
News Release from: reviewcentre.com | Subject: consumer review websites
Edited by the Marketingservicestalk Editorial
Team on 31 March 2008
Brand perceptions at mercy of a mouse
click
Paul Nadin, founder of reviewcentre.com, the consumer review site, anticipates a significant shift in marketing strategies following the growth of consumer-generated media.
The surge in online consumer-generated content presents many challenges and opportunities for marketing professionals in businesses across the world The shift in power from producer to consumer has never been more evident than today
This article was originally published on Marketingservicestalk on 16 Aug 2007 at 8.00am (UK)
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Consumer power created by sites like Review Centre, Facebook or YouTube means brand reputation needs to be a carefully managed issue.
Previously, when consumers had a bad experience, their negative reviews about a product or service in the press could be smoothed over with PR or an advertising campaign.
If you were unlucky, you'd be hauled on to Watchdog to explain yourself on television.
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However, it's not all negative.
Some 40 per cent of the postings on Review Centre are really positive and there is clearly an appetite for consumers to communicate good news about a brand as well as bad.
It is these loyal consumers that are like gold dust to marketers.
When I launched reviewcentre.com in 1999 with just a small number of items for review on the site, I didn't realise how quickly it would grow.
Previously, the only place UK consumers could have a gripe about a product or service was by posting a letter to BBC's Watchdog and hoping it would generate a stir.
Now opinions can be broadcast to the world at the click of a mouse.
It's a misconception that visitors to online forums, discussions and review sites are simply internet geeks or specialists in the field - on the contrary people of all ages and backgrounds are logging on.
With a more connected consumer, trust is an even more valuable part of the equation and when that trust is broken by sub-standard product or poor service, the floodgates of customer opinion are unleashed on the web.
This stronger sense of connectedness among customers has a big impact on buying decisions.
We have recognised a considerable consumer force; not something to be underestimated by marketers in today's current climate where competition is fiercer than ever and brands are at the mercy of the consumer voice.
An important factor in the online review market is the credibility of the comment or blog and the independence of the review.
Reviewcentre.com currently employs a division of channel managers, who are the eagle eyes of the business and ensure content is censored for expletives and any offensive language.
The channel management role is to moderate and approve the consumer content with as little change to the original as possible, therefore keeping the original meaning of the message.
It's not in our interest to violate consumer trust by controlling content as this would undermine what we're all about.
The growth of consumer-generated media will also see a change in the way companies manage their customer relationships.
If marketers want to really understand their customers, they will need to interact more closely with publishers of review sites and demonstrate they are taking on board what consumers are saying.
It is telling that lots of companies are recognising the credibility of consumer-generated content by tapping into the networks and communicating with their customers in this way.
Pioneer, the technology company, is a particularly good example: when there were issues surrounding a newly launched plasma television Pioneer set up an official blog to enable consumers to engage with technicians at the company to resolve the problems.
In conclusion, it is evident that the growth in consumer-generated content will have a radical impact on marketing strategies and industry professionals are obliged to tap into this if they're to keep up with the consumer.
Marketers are advised against undermining the value of online review forums - they have the potential to make or break a brand with the click of a mouse.
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