“Comments” they are an option on just about every site we visit. Some people use them religiously others only do when they have a strong opinion, but the fact of the matter is that these “comments” have become Word Of Mouth. In a digital age, this is something we all need to accept. When you go to rotten tomatoes to seek a review or look at past buyers on Amazon, these are a way of seeking out WOM that doesn’t really come from the mouth. But, best of all for the marketing industry this word of mouth stays frozen in time. It gets put into the archives and put on display for all to see. This is revolutionary.
The article I reviewed came from my most trusted site, WOMMA. They say that 65% of people actively seek out consumer reviews before buying a product. This information is according to the study "Social Shopping Study 2007," which will be released by PowerReviews on Nov. 12. Furthermore, 78% of people spend more than ten minutes scoping out what other people have to say and “86% of them say reviews are "extremely" or "very" important”.
This is why WOM is becoming a harnessed category in marketing. There are emerging opportunities that are making this possibility more manageable and measurable.
http://www.womma.org/blog/2007/11/65-of-consumers-actively-seek-customer-product-reviews/
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