What Marketers misunderstand about online reviews

1. What Marketers
Misunderstand
About Online
Reviews?

2. With the growing availability
of opinions from experts and
users, the importance of a
brand name is being
diminished

3. Customers’
purchase decisions
are
affected by a
combination of
three things:

4. Ppreferences, beliefs and
experiences
M Information from marketers
OInformation from other people

5. To what extent do
consumers depend
on O when making
decisions
about their
products?

6. How Much Does Opinion Matter?

7. realms of strategic
implications :

8. 1. Competitive position

9. 2. Communication

10. 3. Market Research

11. 4. Product Segmentation

12. Analysis in
Indian
market
context

13. I asked some of my
friends about their take
on reviews before buying
anything and these were
the answers I got...

14. There is not a single instance when I
don’t look at the reviews on flipkart
before buying anything. These reviews
proves to be very helpful in shaping my
choice.
Angad

15. I am a tech lover but still I never buy any
electronic gadget without reading its
reviews or discussing it with my friends
who already own it.
Sourya

16. Of course, reviews help a lot and I hope
we will have more apps dedicated
specifically to this work very soon.
Himanshu

17. My dad never let me buy anything unless
he get tons of positive reviews from his
colleagues and other people in his circle.
Saksham

18. Yes, I rely on reviews so many times but I
don’t blindly believe in all the stuff given in
retailer websites or social networking sites.
Rather, I prefer expert reviews on youtube
channels or tv shows.
Myself

19. Some examples
from Indian
market which
shows how
reviews can do
wonders...

21. • Xiaomi is one of the largest mobile
selling brands in India presently
• No advertisement or conventional
marketing
• User’s review prime source of
company’s increasing market value

23. The reviews available on
retailer’s website
primarily builds the image
of the product whether
they buy it online or from
stores

25. This review article relates to
the concept of ASSESING
MARKET OPPORTUNITIES
AND CUSTOMER VALUE
(chapter 3 Kotler and Keller)

26. Firms a re adjusting
the way they do
business based on the
dramatic shifts in the
market

27. Firms gain marketing
intelligence by:
- Independent reviews form
- Feedback sites
- Customer complaint sites
- Public Blogs
- Customer reviews and expert
opinions

28. Thus we can conclude by saying
that success will come to
companies that can closely track
the sources of information their
customers turn to and find the
combination of marketing channels
and tools best suited to
the ways those consumers decide

29. "These slides were
created by Vardaan
Bhatia, as part of an
internship done under
the guidance of Prof.
Sameer Mathur
(www.IIMInternship.com)
"