Reviews help companies in difficulty: here's the data

Online reviews can help excellent companies but in crisis due to Covid-19 to restart: here is the latest data to make the most of them

The online reviews of companies are the first business card to a potential client . And often a company's reputation and reliability are based on good reviews . What is not obvious, however, is how well a good review can do on the Internet, especially for companies in difficulty , perhaps due to Covid-19.

Trustpilot , the website specializing in online reviews of various businesses and services, has announced the results of its first transparency report. A necessary report, as the platform found itself forced to remove over 2 million bogus reviews from the site. However, the survey also highlighted positive sides, demonstrating how a good review is very important for a company in difficulty and can represent a valid and concrete help. So here's how digital word of mouth works and what are the most important results that emerged from the report.

·         Online review boom in 2020

·         Online reviews: what are the benefits for companies

·         Online reviews: views

·         Fake Reviews Online: Over 2.2 million removed

Online review boom in 2020

The Danish online review platform Trustpilot analyzed the data on its website over the period from 2007 to 2020. The first result that emerges is the boom in reviews recorded in the last year, in correspondence with the lockdown due to the pandemic from Covid-19 .

In the last 13 years the site has published 120,720,646 reviews received , of which almost a third were written and sent only in 2020, that is 38,687,548 reviews . The total number of consumers who wrote their first Trustpilot review is 19,306,929 users. Furthermore, Italy is among the 10 countries with the highest number of users who have written a review: 1.5 million have been written in 2020 alone.

Online reviews: what are the benefits for companies

It is becoming increasingly evident that online reviews are not a punitive tool for the company, but a way of gaining recognition of their value. Analyzing the reviews written in 2020, it shows that 71.12% are 5 stars , only 8.97% are 4 stars, 3.36% are 3 stars, 2.66% are 2 stars and 13.89% are 1 stars star . These numbers show that users prefer to reward activities that have provided a good service in order to value them.

Online reviews: views

If on the one hand there are those who write reviews , on the other there are those who read them and the numbers are even greater. In 2020 were 540,836,477 views of company profile pages on Trustpilot. This means that the reviews entrusted to the platform have a substantial weight on companies and their reputation. It follows that a good reputation is able to help a company in difficulty, which will thus have the opportunity to gain visibility and appear reliable to potential customers.

Fake Reviews Online: Over 2.2 million removed

One of the main problems facing the platform is false reviews , which in 2020 were 5.7% of the total. Trustpilot is committed to identifying and removing over 2.2 million fake reviews from the website, both to protect consumers and businesses . For this reason, it has issued 38,956 warnings to companies and sent 1,030 formal warnings for those who have carried out serious violations of the platform's guidelines.

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5 one page sites to get inspiration from

Many companies decide to use a one page site for their business: here are some examples of best practices to inspire them

There are many activities that decide to use a one page site for their web communication : but what does it consist of? A one page site is a single page site and can prove to be a very suitable alternative to a larger and more complex site for those who do not want to invest large budgets in communication or want to be present on the web in an incisive way, but without excessive effort. Here are some examples of quality one page sites that can be used as inspiration when building.

One page site: the main advantages

Contrary to what some may think, the choice of creating an on page site can be very smart for businesses that do not have an excessively large number of services and products and do not want to devote large budgets to creating a multipage website.

Here are some advantages of this solution:

In today's market, having a quality site is much more important than having a large site. So it is better to take care of a one page site in every detail instead of creating too large sites that are then not updated and risk offering a poorly performing user experience to the visitor;

·         Those who have few products or services can develop everything in a one page site, avoiding having a site that actually has many pages , but poor in content;

·         At the level of economic investment, a one page site is certainly more accessible than a multipage site;

·         A one page site usually offers more performing mobile navigation than a classic multipage site;

·         A one page site does not risk confusing users, but allows them to find all the information they are looking for immediately

·         Has greater ease in the data analysis and user profiling phase because it is not necessary to follow the navigation flow between the different pages;

·         The structure of one page sites is ideal for those dedicated to lead generation strategies.

5 one page sites to be inspired by

One page sites have the advantage of guaranteeing users an immediate and simple browsing experience, but at the same time they must have a strong aesthetic appeal to conquer at first glance. Here are 5 one page sites to be inspired by:

Matt Brothers is a graphic and web designer who has chosen to promote himself through a one page site that appears clear and linear at first glance. This type of solution is very suitable for freelancers who work in the field of digital marketing or photography because it allows you to highlight your style and your best works with a single click;

Digital Hands is a creative agency in Istanbul that has created a one page site of great visual impact and with a very captivating pay off to conquer the reader and make him feel projected in their professional and creative universe;

Every Last Drop is a single page site with a visual with attention to every detail and allows the visitor to immerse themselves in their history, almost living it firsthand. This site, which wants to raise awareness on the issue of water waste, was created thanks to the Parallax Scrolling technique and leads into a completely interactive and responsible parallel world;

Logo Time is a usable one page site that performs the function of a very large and detailed portfolio;

Fleava is a digital agency that has developed a one page site with a refined and very clear design, solving all the curiosities and doubts of a possible client with timely and correctly positioned information.

What activities is it worth having a one page site?

Based on the best practices and the advantages highlighted, there are some businesses that are particularly advantageous to have a one page site and they are small businesses that want to promote their online presence, freelancers, artists and photographers who do not want a simple portfolio , but something more contemporary, small accommodation facilities, event organization activities, digital agencies, restaurants and pubs , showrooms and craft workshops.

The one page site is therefore the ideal solution for the presentation of a single service or product, also available in multiple creative variants, especially if the business decides to communicate through the use of videos and multimedia content that offer an immediate and original impact.

Posted By Abdul Rimaaz

Digital marketing: what it is and what it does

The digital marketing is a term that brings together all the online marketing activities or on electronic devices - and thus all activities to market and sell a product or service on the Internet. In this way, companies exploit all the potential offered by the network to connect with their customers (current or future).

How do they reach them? There are many channels available: search engines, social media , apps , emails and websites . In this article we will see what are the objectives, the types of digital marketing, the required jobs (and related salaries), as well as suggesting free digital marketing courses and themed readings.

·         Targets

·         There are basically 5 objectives of an effective digital marketing strategy:

·         Reach the target audience

·         Engage the target audience

·         Motivate the audience to action

·         Ensure that campaign spending is efficient

·         Maximize your return on investment (ROI)

·         Types of digital marketing

Among the various digital marketing activities, divided according to the tool and channel used, we find:

Web Marketing , all the online promotion strategies implemented by a company to create commercial relationships with the aim of selling its products. Among these: search engine optimization (SEO), search engine marketing, content marketing, influencer marketing, e-commerce marketing , social media marketing , direct email marketing , display advertising but also e-books. It differs from mobile marketingfor the tool through which the message is conveyed and all the marketing strategies. In web marketing it is the PC, in mobile marketing the smartphone. Even if the differences, in an increasingly multi-device era, are progressively narrowing.

Mobile marketing is web marketing on a mobile device. The simplest and most traditional form of mobile marketing is SMS, but thanks to the various apps it is always easier to reach the potential customer while on the move and the strategies that must be put in place to 'capture' him cannot be the same. of web marketing. In recent years, this sector has developed very quickly, as mobile devices have become more and more performing. With the advent of 5G , the ultra-fast network, a further surge in the sector is to be expected. A mobile marketing strategy in a broad sense, on the other hand, is the so-called proximity marketing.

Proximity marketing is an evolution of mobile marketing that uses geolocation and bluetooth to communicate company promotions to a non-specific target, but limited to a limited geographical area.

The work of digital marketing

There are many and different specializations that are needed to operate in digital marketing and as many professionals. From a technical point of view, the developers of the back-end and of the App, the designer of the graphic interface, the Data Scientist, that is the person who gives meaning to the data collected and allows to develop a strategy and the Web Analyst who monitors the traffic concerning a site.

Then make way for SEO (Search Engine Optimization ) specialists to optimize the visibility of a website on various search engines and SEM (search engine marketing) to invest effectively in online advertising.

Then there is the Social Media Manager (which can include the figure of the Community Manager for the management of groups on social networks) and the Digital Content Manager (or Web Editor) that is the figure responsible for creating and curating the contents. Among the top figures in the digital world are the CDOs, Chief Digital Officers , who determine the entire strategy and media campaigns

How much does the Digital Marketing Manager earn

All these figures are coordinated by the Digital Marketing Manager who therefore must have web marketing skills (SEO and SEM but also Google AdWords, email marketing and lead generation or the generation of interested contacts), social media marketing, storytelling , digital communication and of Information technology .

According to Payscale, the average annual salary of a Digital Markerting Manager is between 17 thousand and 56 thousand euros gross for an intermediate experience figure. Obviously, it must be said that salaries vary a lot from company to company. The larger and more established ones have larger spending capacities but require more professionalism and more years of experience in the curriculum.

Digital marketing free course

Those who want to start taking the first steps - even if only to understand the rudiments of this ever-evolving discipline - can rely on Google's basic digital marketing course : 26 modules for 40 hours to learn the fundamentals of the profession with practical exercises, real examples and final certification.

To expand one's knowledge on the specific topic of online advertising and Google Adwords, there is Google Ads, in which, however, it is necessary to already have previous experience because the software is not immediately understandable for those who are beginners. For those looking for a personalized experience can find many alternatives on the web .

Books on digital marketing

As we have seen, under the umbrella of 'digital marketing' a world of skills develops, which are difficult to find in a single manual. This is why more than single volumes (there are many on the market) we recommend topics to be explored if you are interested in the topic:

How to set up a digital business marketing strategy

Social media marketing: strategies and techniques for companies

Creative writing for the network

Strategies and tools to be visible online (SEO)

tools and methodology to analyze the data of the various digital platforms (and therefore understand if the objectives set for ourselves have been achieved, including Lead Generation, Advertising or Brand Awareness activities).

Digital marketing: trends

Even digital marketing, like all disciplines born a few years ago, undergoes a rapid evolution that should be monitored in order not to risk being left behind and, consequently, out of the market. For 2021, the most important trends in the digital marketing sector concern SEO Vocal Search , the possibility, therefore, of indexing websites for search through voice assistants such as Google Home, Amazon Alexa and Apple Homepod. But not only.

Even if a little slower, the Visual Search , the search through images with Google Lens, is also gaining momentum and needs to be monitored. The ability to speed up online content to the maximum remains fundamental (and will become more and more so in the future) to make them easy to use, especially from mobile.

Not only quality graphics but also the ability to make it performant will be a necessary skill. Finally, AI and chatbots. Digital marketing needs to evolve the customer journey, making it increasingly personalized and responsive to customer needs. Single customer. And in this, artificial intelligence (AI) and chatbots will play the lion's share to simplify processes and have the acquisition process increasingly automated and under control.