Reviews on the machine
As early as last year, the BrightLocal research group found outthat the consumer reads 10 reviews before buying. On average, it takes a few minutes to form an impression of the company. That is, gigantic volumes of business data are out of sight of the buyer. They collapse to mean numbers in the ratings.
Search engines are eager to fix this. In the summer of 2021, Yandex rolled out a big update with automatic analysis of reviews. To make it easier for people to make a decision, a visual rating scale for the most popular metrics was integrated into the reviews. You entered the name of the restaurant in the search – you received an automated overall assessment of food, service, cleanliness based on semantic analysis of reviews.
A significant disadvantage is that the neural network may not connect the “staff” and the “girl at the reception” and, accordingly, not take into account the tonality of the assessment.
In addition, neural networks are not so developed as to define sarcasm in the phrase “Awesome service you have, of course,” although a living person will instantly understand that it does not smell like a good impression here. Inaccuracy is possible, but over time, automatic review of reviews will become a ubiquitous trend.
Business advice: Track business reviews and pay key attention to failing characteristics in order to work out negative reviews on them and equalize ratings.
Movies, spools and special reviews
Most buyers are familiar with Otzovik and Irecommend. Nowadays, 1.1 million people go there every day, but all-category without the opportunity to buy goods “here and now” is gradually going out of fashion. Reviews on trim tabs sit side by side with reviews on Ridley Scott’s The Last Duel. The resource is scattered and does not allow you to dive into the topic.
Gradually otzoviki captures the same trend as the economy as a whole – segmentation. Customers read reviews where they are looking for a product / service, that is, on geoservices and marketplaces. Or they choose thematic sites with a deeper immersion in the topic and expert opinions. This is how industry feedback appears: for marketing, for example, otzyvmarketing.ru, for online courses – tutortop.ru.
Business advice: shift the SERM strategy towards industry-specific resources. Large reviewers are still leading in the top, but we need to create a reserve for the future, bringing narrow-profile reviewers to the top 10.
New SEO filters
In the summer of 2021, Google launched a new Product Review Update algorithm. From that moment on, the rating scheme for reviews has changed dramatically. Preference is given to experts who understand the topic and detailed comparative reviews. More and more testimonials are approaching the realm of full-fledged content marketing. If there are only short mentions on the company’s website, it will be more difficult to compete for the top.
In October, site owners began to complain about the collapse of positions in Yandex search. The reason is a new search engine filter aimed at analyzing the integrity of companies.
Simply put, bad reviews, claims, and lawsuits pull sites down. SCAM projects, YMYL businesses (insurance, health and safety), companies whose clients regularly sue or write negative messages are under attack. It is enough for a business to look at the reputational search results about itself and understand what needs to be worked on in 2022 in order not to lose position.
Business advice: beat your brow and beg your customers to write reviews. But seriously – to make sure that bad reviews do not appear, as well as information about lawsuits. Provide a budget for SERM in 2022.
Here, neural networks will also come to the aid of the client. In the spring of 2021, Yandex taught the system to retell customer reviews. How it works: there are thousands of texts about goods posted on Yandex.Market. Do you have time to read? No. The system takes the most mentioned characteristics and collects them, like a constructor, into one review.
It turns out something in the spirit of “Noises, spits out water, my wife likes it.” Here is what, for example, a neural network gives out on one of the Korean phones based on 1594 reviews. For the sake of curiosity, we figured it would take over 13 hours to read them all. Yandex clustered them all and put them on two lines.
So far, the practice applies only to popular cards, but there are more than 10 million responses on Yandex.Market. In 2022, neural networks will begin to learn more and create human texts.
Business advice: in content marketing, focus on specific product benefits. Subconsciously, the client in the reviews will describe them exactly – so there is a higher chance of getting into a “smart” review.
Marketplaces have brought e-commerce into the long-forgotten and dusty “couch shop”. The path from acquaintance to purchase has become as short as possible. I saw it, looked it up, was impressed and bought it. By data Wyzowl Video Survey 2021, 85% want to see more video content from the brand.
Shoppable video Is a format in which a customer can click and place an order immediately after viewing. There are several advantages: unboxing, showing a happy customer, and creating motivation to buy.
It would seem that there is a direct contradiction with saving time. But video is a completely different universe. This is an engaging opportunity that textual review does not provide. Clients are increasingly attracted to consistent storytelling than standard 30-second videos.
Next year, online reputation management, especially in the grocery segment, must focus on video marketing. The platforms provide all the technical possibilities.
Marketplaces publish overview videos in cards. In Instagram, Shopping Tags can be integrated into feed videos and stories. YouTube is testing direct video purchases (if possible, it will compete with Amazon). But not without the loss of a soldier: in November, Yandex.Zen, on the contrary, canceled the display of product widgets in publications.
Business advice: build reputation through videos, reviews and collaborations to increase audience engagement.
Marketing 2022 is time less marketing. This means that the business must adapt and learn to build trust online in minutes.
Since the start of the pandemic, consumer behavior has been rapidly changing in the face of the transition to online. According to forecasts DataInsight, in 2022 eCommerce growth will be over 30%. The client finally and irrevocably goes to marketplaces and aggregators. Now a reputation on the Internet requires activity not so much on our own as on other people’s sites.
The attitude of business to the image is also changing. Previously, the top three in terms of ORM / SERM demand were private healthcare, restaurant and hotel business.
Manufacturers of FMCG (consumer goods) and EdTech are now actively integrating, including online education. The ESG agenda is gaining momentum – the attention of brands to social and environmental issues that will also affect consumer attitudes.
Trust has been and remains a key factor in loyalty. It remains only to conquer it.
Results of the year – 2021 on RB.RU
Illustrations provided by the author.
Source: RB.RU by rb.ru.
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