ReviewInc Research Featured in eMarketer Report

ReviewInc has been featured yet again in the new eMarketer report, “Traveler Reviews: Online Communities Reshape Marketing Strategies.”

Traveler reviews are now more prevalent than ever with the rise in seamless integration between review sites and social media outlets such as Facebook and Twitter. Services such as Gogobot, a social travel network startup that “basically straddles the line between the two extremes, the one being Facebook and the other being the TripAdvisor,” according to Travis Katz, Gogobot’s CEO and co-founder, have made it easy to find travel content targeted toward consumers based on relevance.

Studies have shown that 72% to up to 90% of consumers trust online reviews as much as personal recommendations. With the capability of integrating social media sites with travel review sites, you now get both the online reviews aspect and the personal recommendation aspect. This makes it more important than ever before to make sure your online reviews-driven reputation is spotless.

According to eMarketer’s report, “Traveler Reviews: Online Communities Reshape Marketing Strategies”: “While reviews are influential across all travel categories, hotel recommendations carry the most weight. TravelWeekly’s June 2012 study found that more than 60% of US leisure travelers reserved both resort and nonresort hotels as a result of reading reviews. […] Hotel reviews are not only the most influential among all travel categories, they stand out among all product and service categories across industries as well. ReviewInc and Pepperdine University’s “Online Reviews Study” found that nearly all US internet users were “very likely” or “likely” to consult hotel opinions. Notably, the other 1.1% was neutral; hotels and fine dining restaurants were the only categories for which zero respondents said they’d forgo reading reviews before patronizing a business.”

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So don’t stand idly by while your online reviews-driven reputation remains untouched or potentially gets more tarnished by unhappy travelers; contact us to help you build a more positive online reviews-driven reputation!


eMarketer Highlights ReviewInc


Recently, Krista Garcia of eMarketer reached out to ReviewInc’s Chief Operating Officer, Henri Isenberg for their article titled “Online User Reviews: Building Trust and Boosting Sales”.    ReviewInc and Mr. Isenberg were highlighted with other industry experts from TripAdvisor, Yelp, Bazaarvoice, and TrustPilot.  The article provided research results and expert opinions related to subjects that included: Perceptions of Fake Reviews, Why Reviews Matter, Influence of Reviews on Sales, Trust in Reviews, and How to Build Trust in Reviews.   The article quoted many of the findings of ReviewInc’s research (ReviewInc’s University Study) along with quotes from Mr. Isenberg on various topics.

On the topic of lack of reviews, eMarketer wrote:  ReviewInc’s Isenberg noted that a lack of reputation is just as bad as a poor one: “That’s what social media has done.  It’s moved us to a realm where you expect to find someone’s reputation online.  You have to have reviews.”

Mr. Isenberg was also quoted on ReviewInc’s views of fake reviews:  “From my experience, most consumers have a pretty good BS meter built in,” said Henri Isenberg, COO of ReviewInc, a software provider that monitors reviews and enables businesses to share them. “I think that we don’t give enough credit to consumers to look at stuff and really tell on their own, ‘Wait, this doesn’t look right.’”

eMarketer concluded that “Consumers haven’t lost confidence in user reviews, but companies still need to remain vigilant” and that “To maintain authenticity, new standards are constantly being developed.”  But ultimately, “Consumers deserve credit….a majority of US internet users are seasoned social media users and online buyers… Most internet users have the experience and sense to detect when something seems too good to be true or looks suspect.”

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