Ratings, reviews & ROI: how leading retailers use customer word of mouth in marketing and merchandising
Brant Barton Business Development of Bazaarvoice
INTRODUCTION
Online word of mouth takes many forms, from individual blog posts to threaded...
Ratings, reviews & ROI: how leading retailers use customer word of mouth in marketing and merchandising
Online word of mouth takes many forms, from individual blog posts to threaded message board conversations, but one particular form is quickly emerging as the new consumer-generated media of choice for leading online retailers and e-commerce sites focused on extracting both immediate and long-term ROI from their marketing efforts: customer ratings and reviews.
