In the 21st century economy it is easier than ever for consumers to make informed choices on which business or service to use by consulting websites and apps that publish crowdsourced reviews of local businesses and restaurants. Consumer reviews are a powerful informational tool because consumers place a high value on the truthful reviews of other consumers. Some businesses have become frustrated by online criticism and some have employed a questionable legal remedy known as a “non-disparagement” clause to retaliate against consumers. These [clauses] are often buried in fine print. The Consumer Review Fairness Act would void any non-disparagement clauses in consumer contracts. It also would ensure companies are still able to remove false and defamatory reviews. … [Read more...] about What does the Consumer Review Fairness Act mean for consumers and online reviews?
A full 17 percent of consumers say that they would seek out additional reviews about the business they are considering. This indicates a high level of interest in a particular business — if a consumer is continuing to look for reviews, then that means they are probably getting closer to a buying decision. … [Read more...] about 70% of consumers will leave a review for a business when asked
On the one hand, the argument was that by showing fewer ads, users would experience fewer ad impressions — and thus, advertisers would not be able to spend their budgets effectively. On the other hand, the argument was that by showing fewer ads, only the most relevant ads would be shown. In response, consumers would click on more impressions, even as the total number of impressions would be less than before. … [Read more...] about How Google’s latest design choice impacts consumers’ ability to search and discover
The right approach seems to be more like a group dance than a military mission. One team (dancer) must begin and leave room for the others (dancers) to follow. You have to take small steps at first, until the entire group feels comfortable to move on to more advanced moves. Slowly, the ones moving faster gear down to let the slower ones catch up. … [Read more...] about The state of cross-channel paid search, part 3: SEM & display