How The Sharing Economy Will Lead To The Growth Of Online Reviews

Next month, the NYT Times Best Selling Author of  Click – What Millions Do Online and Why It Matters Bill Tancer will share his extensive knowledge and understanding of consumer behavior at SMX West 2015 as a keynote speaker, offering in-depth insight into the world of Yelp reviews, TripAdvisor posts and more. 

[pullquote]No other social media channel is as influential as online reviews.[/pullquote]

Drawing on his most recent work in Everyone’s a Critic: Winning Customers in a Review-Driven World, Tancer will speak to our audience on March 4th in Silicon Valley about the opportunity in monitoring, responding to and engaging with online customer reviews for local businesses, online retailers and beyond.

Over at our sister site Marketing Land, staff reporter Amy Gesenhues has provided a sneak peak of Tancer’s insights in a recent interview, he shared one example of a brand already ahead of the curve: “Sephora has used online reviews as a way to bridge the gap between online and offline. In some of their brick and mortar stores, Sephora provides their customers with touch panels to read online reviews for products.” 

Tancer argues that “reading reviews has become a ubiquitous online activity, the act of writing reviews, while currently skewed towards specific demographics, will grow over time (primarily fueled by the sharing economy).”

In her interview with Tancer, Amy Gesenhues explores these key questions:

• What do brands fail to understand about online consumer behavior?
• How are bad reviews can be a good thing for businesses?
• Which brands get it, and which brands are missing the boat?
• What do you find most fascinating when it comes to how consumers interact with brands online?
• What significant trends do you see taking shape in how consumers interact with brands online, and how will they impact the way brands do business?

Head over to Marketing Land now to read Bill’s responses in the article, What Brands Need To Know About Online Reviews.