Global PR Summit 2015
The most important event in the global communications world’s calendar.
The key global benchmark of PR agency rankings, industry size and global comms trends.
The most creatively awarded PR campaigns and agencies in the world.
The Holmes Report profiles marketing and communications innovators from across North America and EMEA.
In-depth annual research into the PR industry's efforts to raise creative standards.
Coverage of the World Economic Forum in Davos.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges around the world.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
Coverage of healthcare PR and marketing.
Financial communications, sector news and mergers and acquisitions.
Coverage of global corporate reputation and communications news and trends.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
A high-level forum designed for senior practitioners to address the critical issues facing the profession.
Exploring the innovation and disruption that is redefining influence and engagement.
The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
Bringing together in-house comms leaders with PR firms to discuss critical global issues.
Consumer reviewers trump professional reviewers as the key purchase influencers, according to the just released "Buy It, Try It, Rate It" study from Weber Shandwick.
Holmes Report 13 Jan 2013 // 12:00AM GMT
Consumer reviewers trump professional reviewers as the key purchase influencers, according to the just released "Buy It, Try It, Rate It" study from Weber Shandwick, which shows that the majority (65 percent) of potential consumer electronics purchasers are inspired by a consumer review to select a brand that had not been in their original consideration set.
The study also revealed that there is power in numbers, as the average buyer consults 11 consumer reviews on the path to purchase.
"We know consumer reviewers are a powerful force," says Bradford Williams, president of Weber Shandwick’s North American technology practice. “Now we know that they are the most powerful force. Savvy marketers are the ones who listen to, manage and deploy consumer reviewers to harness their considerable might at the cash register.”
Williams noted that while consumer electronics buyers pay more attention to other consumers’ reviews than to editorial reviews—by a margin of more than three to one (77 percent vs. 23 percent)—a majority are concerned about the authenticity of consumer reviews (80 percent), leading them to conduct considerable analysis before making their decision.
Among the key findings:
• Consumers navigate a maze of information. Their journey for knowledge about consumer electronics includes several stops along the decision path. Buyers invest deliberate effort into making a well-informed decision: conducting multiple activities to gather opinions, reading an average of 11 consumer reviews, evaluating review authenticity and even demonstrating tolerance for negative reviews.
• Reviews sharpen the decision process. While consumers consider themselves knowledgeable about consumer electronics, they rely heavily on reviews during the decision-making process. Nearly nine in 10 consumers (88 percent) say they are somewhat or very knowledgeable about consumer electronics, yet still consult reviews, consumer and/or professional (60 percent and 52 percent, respectively), when looking to make a purchase.
• Consumer reviews trump professional reviews. Consumers report that they pay more attention to consumer reviews (77 percent) than professional critic reviews (23 percent). The gap between consumer and professional reviews closes noticeably, but not entirely, for more advanced technologies like tablets and computers.
• Not all reviews are rated equally. The most influential reviews include certain elements. In consumer reviews, the most helpful ones are those that seem fair and reasonable (32 percent), are well-written (27 percent) and contain statistics, specifications and technical data (25 percent). Surprisingly, named (vs. anonymous) reviews are not as important as these other elements in consumers’ minds.
• Consumers trust the reviews that they find on popular websites – even if that website itself is in the business of selling consumer electronics products. Shoppers trust consumer reviews on Amazon.com (84 percent) and BestBuy.com (75 percent) the most, topping Consumer Reports (72 percent). Consumers show no apparent discomfort in getting their research from a seller of the products they’re considering.
Williams suggests five rules of engagement for consumer electronics marketers:
1. Corral informative reviews: include a representative sampling onto the product website to assist consumers in simplifying the process and reducing the likelihood they’ll be distracted by a competitor’s product. To help address skepticism about the authenticity of reviews, adopt and publicly announce a policy restricting employees from commenting or contributing to customer reviews.
2. Design product marketing pages using the format of a reviews site, not marketing collateral, where consumers can get the information they so fervently seek as they make buying decisions.
3. Encourage customers to review new products on consumer review sites and on the product site, but ensure dedicated resources are in place to engage with reviewers online. Companies need dedicated resources to manage social network communities for purposes that go beyond branded content. An online community manager should be encouraging customers to review products, disseminating positive customer and professional reviews through social channels, and working in tandem with customer service to respond to customer feedback or issues quickly.
4. Marketers can’t directly influence user reviews, but they can identify those reviews with the potential to have the most impact and post them to their own product websites, online forums and social network sites. Marketers should not necessarily discredit anonymous reviews.
5. Recognize that consumers visit shopping sites for reviews and information at various points in their buying journey, not just to check a price or to click and buy. The product information on online shopping sites should be as helpful and engaging as possible, employing video content, product feature charts and similar elements whenever possible.
Arun Sudhaman 18 May 2015
Definitive picture of global PR industry emerges today, as the Holmes Report and ICCO launch the 201 ...
Aarti Shah 16 Apr 2015
While women make up about 70% of the PR workforce, they only hold about 30% of the top positions in ...
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup for Newsletter Sitemap
© The Holmes Report 2014