How to engender brand loyalty and drive sales with Web 2.0

By Reggie Brady

How often do customers read reviews prior to making a purchasing decision?
Always 22%
Most of the time 43%
Some of the time 24%
Once in a while 9%
Never 2%

The majority of consumers polled said they regularly pay attention to customer reviews. And many said they pay particular attention to reviews when they’re trying to narrow down choices between two or three products. These choices may be on one site, but often the potential customer is comparing products on several sites. So a favorable review just might sway a purchase decision.

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Reggie Brady Author's page Regina (Reggie) Brady is president of her own e-marketing and direct marketing consultancy, Reggie Brady Marketing Solutions. She is a leading authority on Internet direct marketing and has held executive positions in Internet marketing at FloNetwork Inc. (subsequently acquired by DoubleClick), Acxiom/Direct Media and CompuServe.

E-Mail Applied: Creating Customer Communities