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Augustin Kendall is an editor at content26, a Seattle company which helps clients build online content merchandising strategies for their products. Augustin also regularly contributes to the company's blog.
Anyone who regularly shops online knows how influential customer reviews of products have become. This form of user-generated content (UGC) shows up on the e-commerce sites of internet giants such as Amazon as well as up-and-coming web entrepreneurs across the globe.
And there's good reason why businesses have encouraged the growth of customer reviews. These little nuggets of opinion do more than company-produced content to help people make up their minds about products. Consider these statistics from a recent MarketingSherpa case ...