Are Customer Reviews Better Than Ads

Posted on April 10, 2007 Written by 1 Comment

A couple of months ago I asked whether customer reviews increase sales? Well a recent article in Brandweek seems to indicate that they do.

A new study released this week from iProspect and JupiterResearch shows that:

  • One in three Internet users report their purchase decisions are influenced by sites with social content, Amazon being the most influential, according to a report from.
  • When it comes to influencing online purchases, positive reviews in Amazon may trump online ads, per a new survey.

Robert Murray, president of iProspect, Boston, said it’s unclear whether a positive review in Amazon is more effective than an ad, but: “It’s human nature. People trust people.”

As a result of this study, expect to see a lot more paid or solicited reviews of products and services start to show up on web sites.

David Wilson

I have been in providing Search Engine Optimization (SEO) services to clients for the last 8 years. I believe that SMO is where all the online services are going to converge over the next 18 months.

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Filed Under: Brand Marketing, Social Media Marketing, Social Media Optimization

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  1. Customer Reviews Work Hand-in-Hand With Advertising to Close the Sale says:
    April 10, 2007 at 12:11 pm

    [...] Social Media Optimization asks an interesting question this morning:  "Are Customer Reviews Better Than Ads?"  It's a question that we've addressed a couple of times in the past (here and here).  And I think it's a great question that every online retailer or other product/service site should be thinking about. [...]

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