What Marketers misunderstand about online reviews?

Harvard Businees Review Article

Presented by : Haneesh VengalaIIT MADRAS

TOOLS

O continuum

Competitive position

• Domains where consumers are O-dependent ,branding takes less importance

• New companies find relatively low barriers to entry

• They can diversify more easily than others

Examples

Communication

• In recent years , buyers have turned to online reviews and user information

• Banner ads to create brand awareness are less successful

• The weight of trusted reviews over-rides ads and celebrity endorsements

Market Research

Product segmentation

• The concepts in article are related to concepts of “Keller and Kotler” textbook

• Companies need to shift their marketing strategies and accordingly implement the right marketing channels by conducting research on how the consumers are buying their products

Sources: https://hbr.org/2014/01/what-marketers-misunderstand-about-online-reviews

. Keller and Kotler textbook

. Google Images

. Google Fonts

Created during an internship under the guidance of Sameer Mathur.(IIM LUCKNOW)