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BizReport : Social Marketing : January 09, 2008

Channel Intelligence, BazaarVoice bring reviews to marketers

Buzz can build big businesses, as many marketers have found. Social networks are one way to build buzz; user reviews are another. A new partnership between Channel Intelligence and BazaarVoice makes it easier for marketers to reach consumers through user reviews.

by Kristina Knight

The platform helps marketers and etailers connect with user reviews on their own website and within the SellPath storefront offered through Channel Intelligence.

A recent BazaarVoice survey more than three-quarters of those who post reviews about a product post them to reward good customer service, a stellar product or another benefit. The survey also found that 90% of users want to help other consumers by posting reviews.

Chad Bockius, Managing Director of Manufacturing for Bazaarvoice said, “Consumers now expect to find reviews wherever they research products. 92% of shoppers say that customer reviews are extremely or very helpful, and manufacturers will now be poised to harness the power of social commerce to drive sales, connect with customers, and improve loyalty and satisfaction no matter where they come into contact with the brand online.”

Word-of-mouth marketing efforts are expected to show strong growth through 2008 as more businesses log on to give consumers what they want: more product information. By offering reviews within a website, etailers and marketers allow users to one-stop-shop: to research and purchase products in one place.

Tags: social networks, user reviews

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