In advertising we don’t trust

Recommendations from people I sort of know are becoming important online currency. One of the earliest review sites, TripAdvisor, draws wrath and delight from hotels, restaurants and venues across the globe. The challenge with TripAdvisor is that the reviews are not verified. As a Trip Advisor reviewer, I could review absolutely anywhere, regardless of whether Ive stayed or not.

Its clear that ratings, reviews and comments are here to stay and as more websites adopt review systems to capture independent endorsements of their business, independent verification is essential. LateRooms and Evivvo, two other travel sites only send review invitations to people who have made a booking through their website. This ensures the feedback displayed is genuine.

One growth business area is the development of many review websites. Reevoo, TrustPilot, Bazaarvoice, to name a few. What have you used? Which review sites do you trust? Does it impact your purchase? Nielsens global trust in advertising survey 2013 shows the most trusted form of advertising is recommendations from people I know. As this has grown in importance since the 2007 survey, review sites are here to stay and need to be considered in your online marketing mix.

Which review sites have I missed? Should yours be included?  Do let me know @annmariehanlon

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