Impact of Reviews on Marketing Objective
Customer engagement is critical when working to develop brandĀ awareness and increase sales. Negative customer reviewsĀ affect small businesses significantly more than larger businesses. Consequently, depending upon your business size, customer reviews may not always have a significant influence on your profitability. Additionally, reviews, whether positive or negative, do not have a significant influence on customers familiar with your business. Similar to a tree in the forest, a review alone is not going to gain or lose new business for a client, but can help to sway a potential customer to make a decision either way. Engaging with customers is a strategy recommended by marketingĀ agencies to create a competitive advantage by building relationshipsĀ with customers. If the objective of your business is customer acquisition, retention, or brand awareness, then customer reviews can affect your marketing strategy development.
Because of social media, customer feedbackĀ and reviewsĀ can quickly reach a broad audience and have an immediate effect on the success of your businessās marketingĀ efforts. Due to the popularity of the internet, you can analyze and predict customer behaviors by using social networks and review-based websites. Your business should spend marketing dollars wisely, so gaining more reviews is not always as important as generating brandĀ awareness through other reliable methods of marketing. Your marketing strategiesĀ should focus on relationshipĀ building with customers to better develop successful strategies for increasing customer loyalty and sales. However, you are likely not effectively accomplishing your marketing objective if you are receiving a significant amount of negative reviews.