Overview
The last 15 years saw the rise of the web from a nice-to-have to a primary channel in almost every company’s marketing mix. Originally, the web was mostly a one-way communication channel. Businesses put their message out for potential customers to discover. That information rarely flowed both ways until the last few years.
Online reviews gave customers a voice that changed how people discover and choose the businesses they use. Today, consumers rarely make a purchase over $100 without consulting some form of online review or rating. Even more important though, is the role of reviews in discovery.
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