Posts by Scott Shulick
Half and None
I like to think I’m too optimistic to put much stock in the phrase, “Believe half of what you see and none of what you read.” But with the proliferation of blogs, the ease of setting up a simple website and the ability to make a quick buck (really a quick nickel) by brokering internet visitors from one site to another, I’m starting to turn the corner on the “read” part of that pessimistic adage. This is especially true when researching products online, using product reviews (editorial not user-generated) as a primary source of information and letting them guide the shopping process.Consider the following exchanges:
(Pat approaches Terry who is sitting at the computer…)
Pat: Hey, what are you doing?
Terry: Researching digital cameras…
Pat: Oh. (pause) Are we getting a new digital camera?
Terry: Maybe…
Pat: OK. (pause) What site is that?
Terry: (shrugs) Dunno. I just typed “Digital Camera Reviews” into Google
Pat: Oh. (pause) Google’s awesome. (looking over Terry’s shoulder and pointing at the screen) That one looks good.
Terry: (nods) Yeah, this site seems to really like {insert brand name with good reviews} and not {insert brand name with bad reviews}. Look at this review – one and a half stars.
Pat: Wow. Really? Hmm. I always thought those were good cameras.
The Cradle dvd
Terry: I know. Me too. I’d never buy a {insert brand name} now.
(Meanwhile, back at the agency…)
Client: One of our dealers found this site – have you seen it? Do you know who these guys are? They’re reviewing our products…
Agency: Hmm…I haven’t seen this site before. We’ll see what we can find out.
Client: OK. Thanks.
633 Squadron movie (Later that day…)
Agency: I’ve got an update for you.
Client: Go ahead.
Agency: Well, it looks like they’re an affiliate marketing
site. They make about $8 on average for every person who directly buys a camera after reading a review and click’s off to buy online. There are some other components to the program but that’s pretty much the gist of it.
Client: Oh. (pause) Do you think that’s why they’re bashing our product? Because they make money when visitors buy {insert brand name with good reviews} and not ours?
Agency: It could be.
Client: Hmm. (pause) What do you think we should do?
“What do you think we should do?” That’s an interesting question for manufacturers, retailers, consumers and consultants. One that will get worse I fear before the karmic balance of the information superhighway weeds out the predators — those willing to mislead under the guise of legitimate editorial reviews so they can collect their nickels. Now, don’t get me wrong. I like (strike that) LOVE the spirit of entrepreneurialism. I’m a big fan of the almighty Dollar, Euro and Yuan. I enjoy reading about savvy, hardworking people finding new and interesting ways to make a living in the information age. I research products, shop online, and appreciate eCommerce affiliate programs. Why not pay people who bring in leads that close?
For me, it’s the suspect reviews. And here’s the classic example of abuse: all the products in the category are “reviewed” but interestingly, only those that are linking to an eCommerce site by way of an affiliate marketing program get the “two thumbs up” rating. Hmm.
Delta of Venus ipod It’s an issue that I feel the Google-searching American public should be made aware of. Good thing every one of them is reading this post…
I suppose we could teach the average online product review reader how to sift through source code to spot if the, “Learn more about this product” links routes through Commission Junction or Moola Moola. I’ll start with Mom…who turns 75 in a couple weeks… Maybe “View Source” isn’t going to work.
National exposure by the news media would help. If anyone from 60 Minutes is reading this, call me.
What do you think we should do?