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Oct
22
Digital Signage Content Powered by Consumer Opinion/Reviews
Filed Under Advertising, Digital Signage
I’m always interested in new potential content opportunities, especially “dynamic” opportunities that can help power brands and product sales.
So I was interested when Mediapost released a little article on a report by Deloitte Consumer Products…
The article goes on to say that:
- 62 percent of consumers read consumer-written product reviews on the Internet
- of these, more than eight in 10 say their purchase decisions have been directly influenced by the reviews, either influencing them to buy a different product than the one they had originally been thinking about purchasing, or confirming the original purchase intention
This is actually a great addition to a post I wrote a while ago about search engine results and their impact on purchasing.
The mob mentality surrounding purchases and “if it’s good for my neighbor, it’s good for me” is a powerful way to help drive sales and Brand affinity.
It would seem to me that a unique way to use Digital Signage, would be to power ads related to both product and brand referencing consumer reviews (of course positive) with a link back to a review site. E.G. If “Toshiba” is advertising a new laptop and ePinions.com has a number of rave reviews on the item in question, do a deal with ePinions, reference the post/link and drive traffic there by making your content include a consumer reference from a trusted source. Toshiba gets a good review, ePinions gets publicity and the consumer gets credible information to support a purchase. This doesn’t have to be in a store where the product is sold because it’s a reference message wherein you’re leaving the control in the hands of the consumer and driving them to a 3rd party endorsement of your product.
If you take a look at the search link above, there’s a powerful corelation between search results/online research and product sales, especially driving them in-store.
The full Deloitte report is here
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