5 Ways Marketers are Using Product Reviews in Advertising

The word is out about product reviews. Not only is it vital that you collect them on your own e-commerce site, monitoring product reviews across all sites has become a key metric for all departments. Take marketing, for example. We love how ingenious these marketers have been in incorporating product reviews in advertising messages, from retargeting ads to the Amazon product image gallery.

1. Art Naturals

Art Naturals was creative in repurposing a review right in the image gallery of the Amazon.com product page. By art directing a scene with customers using their product, they are able to take the review one step further by telling a story visually.

Art Naturals Diffuser

2. Revlon

Revlon clearly got the memo that purchase likelihood peaks at 4.2 to 4.5 stars. That’s because 5 stars tend to make consumers feel the reviews are overinflated and they are less likely to trust them.

Revlon

3. Owlet Baby Monitors

Owlet Baby Monitors are incorporating product reviews right on their home page, utilizing the “peace of mind” phrase that clearly resonates with customers (as revealed in the Channel Signal review monitoring report).

Owlet Baby Monitor Reviews

4. Saatva

Saatva Mattress Company places a lot of emphasis on customer reviews, and for good reason: customers love their product. They have several places dedicated to reviews on their site, including links to third party sources, which increases trust. One visit to the site will also prompt retargeting ads which feature their glowing reviews.

Saatva Retargeting Ad Reviews

5. iRobot Roomba

One way to use reviews in marketing is to repurpose those that address key concerns about your product. iRobot is doing this effectively with its Roomba robot vacuums. Whether or not the vacuum reaches the nooks and crannies of a home is clearly of concern to shoppers. This reviewer addresses that concern nicely, and iRobot places it in an appropriate place on the product page of their site.

Roomba Reviews

Share This: Share on FacebookShare on Google+Pin on PinterestTweet about this on TwitterShare on LinkedInEmail this to someone

Leave a Reply

Your email address will not be published. Required fields are marked *

Fresh Signals Blog

five stars

Do You Always Want 5 Stars?

noun per·fec·tion \pər-ˈfek-shən\ A quality or condition that cannot be improved; The act of improving something so that it has no flaws. – Merriam-Webster We talk a lot about product reviews on…

leverage

Leveraging the Voice of the Buyer

After much research Channel Signal has come to the conclusion that, 5% of buyers generally write product reviews.  Now, this percentage varies widely and depends on price and momentum (either…

Customer Feedback Loop

Closing the Customer Feedback Loop

During the design and pre-launch phases of a new product, companies use a range of methods to gauge and predict consumer satisfaction, such as focus groups and surveys. This gives…