A colleague recently shared an article he’s writing for a major business magazine. He quotes these statistics, which should have alarm bells attached to them:
- According to Edelman PR, between 2003 and 2006 the value of customer opinion increased from 20% to 68%.
- Deloitte & Touche reports that 62% of consumers read peer-written product reviews on the Internet, and 82% of those who read reviews say those reviews directly influence their purchasing decisions.
Are you still trying to tell customers how to feel about your product, or are you giving them a chance to tell each other? Your traditional marketing voice is quickly becoming irrelevant, and the message to be delivered is done so by those who know you best – customers.
Are you giving customers a chance to review your product and services online? They are, as Seth would call them, the New Gatekeepers, and will shape the very future of your business.