A very unique phenomenon that occurs with online consumerism is that fact consumers trust other consumers more than advertisements. To some, the ladder statement is not all that surprising, to the majority of the marketing world, it was very surprising. Suddenly, companies had to worry about what was being said about them and their products online. Thus Online reputation management was born.
The advent of social media has effectively altered how consumers purchase online goods and services. For example, a study looked at traveler behavior and more specifically social media’s effects. The study found that nearly half (46%) of respondents used social media to share and gauge travel experiences with other consumers. The consumers relied on the comments and reviews of others to decide what was best for them.
In general, consumers are looking to other consumer reports on specific products or services to make a more informed decision for themselves. Due to this shift in consumer thinking, businesses have to adjust accordingly to provide feedback, respond quickly to customers, and maintain positive reviews online.
Consumers ultimately trust personal recommendations and online consumer opinions over any advertisements. In fact, opinions from strangers are now more valued than marketing emails, search engine results ads, and any other form of advertising.
So why the sudden switch to random online consumers as a trusted source? Consumers to not stand to benefit from purchases and are not trying to sell anything. The fact that these individuals went out of their way to write comments for no gain automatically gains more merit in the eyes of other consumers.
The shift for businesses is to now create an environment where consumers are actively talking about and recommending their products and services. The shift in consumer activity and thinking is exactly why it is important to maintain proper online reputation management, because when used correctly, it can be extremely beneficial for any business. In today’s market, generating positive reviews, high consumer ratings, and overall positive and effective social media engagements are better than gold.