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Consumer-Generated Content

FutureNow Post
Monday, Feb. 25, 2008 at 4:30 pm

70% of Online Shoppers Read Multiple Product Reviews

February 25th, 2008

An e-tailing group study commissioned by PowerReviews has further revealed the necessity for customer-generated product reviews on e-commerce sites.

It seems the majority of online shoppers want to hear what people like them have to say about the product they’re researching. Almost 70% of customers looked at more than 4 reviews before making a purchase.

The study also gives a sense of how long visitors spend reading reviews before their purchase (50% spend over 10 minutes) and found that most people read reviews once…

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FutureNow Post
Monday, Oct. 22, 2007 at 12:29 pm

Girls Give Advertisers “The Flip”

October 22nd, 2007

3iying in AdAgeHeidi Dangelmaier has a problem.

Heidi runs 3iying, a marketing company that specializes in reaching girls age 15-25. I met with Heidi in her NYC offices last summer to talk about an exciting new idea she was working on. When Heidi speaks with agencies and companies targeting this group, she tells them about the less than stellar job current advertisers are doing trying to speak to girls. The problem is, these companies and agencies haven’t believed her.

So Heidi took it straight…

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FutureNow Post
Tuesday, Aug. 7, 2007 at 10:31 am

Study: Customer Reviews Boost Conversion

August 7th, 2007

Reviews boost conversioneMarketer reports on a new study by e-consultancy and Bazaarvoice, suggesting that customer reviews boost conversion, traffic, and average order value in a big way.

Nearly all survey respondents thought ratings and reviews were either extremely helpful or very helpful “as consumers.”

“Tapping into social commerce can be a great way of gaining a competitive advantage, for example through ratings and reviews,” Linus Gregoriadis, E-consultancy’s head of research, said in a statement. “But apart from the early adopters, this is something a large proportion of online retailers…

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FutureNow Post
Thursday, Aug. 2, 2007 at 7:45 pm

Drink Up! — Yelp Turns Web 2.1

August 2nd, 2007

Yelp yourself...

Well, well, well… It looks like one “Web 2.0″ darling is all grow’d up!, the popular consumer-generated review site, is about to leave sites like and too worthless to line a digital birdcage.

Why’s Yelp such a big deal? Because it’s powered by actual customers; people who care enough about a small or emerging local business to spend their time reviewing it.

But that’s just the beginning. This week, Yelp (finally) showed that it’s flirting with local adversing. They’re even…

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