the death of advertising: how the customer became king

The death of advertising: How the customer became king Peter Mühlmann, CEO Trustpilot business.trustpilot.co.uk

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The death of advertising:

How the customer became king

Peter Mühlmann, CEO Trustpilot

business.trustpilot.co.uk

Page 2: The death of advertising: how the customer became king

Mission

business.trustpilot.com

Help consumers make better choices

Help companies to get good customer service and to be rewarded for having good

customer service.

Page 3: The death of advertising: how the customer became king

If your customers aren’t happy, they can tell everyone about it

http://www.informationweek.com/software/social/10-worst-social-media-meltdowns-of-2013/d/d-id/1112936

business.trustpilot.com

Page 4: The death of advertising: how the customer became king

business.trustpilot.com

77%

of UK consumers look at online reviews before making a purchasing decision.

Reviews revolution

Page 5: The death of advertising: how the customer became king

Retailers which don’t listen to customers effectively may not survive

business.trustpilot.com

Customers now have the power: not retailers

Page 6: The death of advertising: how the customer became king

business.trustpilot.com

How do reviews influence buyer behaviour?

Helps compare how you stand against your

competitors

Consumer becomes advisor,

tester, referrer

Positive buying experience encourages consumer to

continue interacting with you

Advocate Experience

BuyConsider

Evaluate

Page 7: The death of advertising: how the customer became king

business.trustpilot.com

59%

of people write negative reviews to protect others from a bad experience.

60%

of consumers have written an online review in the past year - of which 83% were positive.

Why do your customers write reviews?

Page 8: The death of advertising: how the customer became king

Online reviews could generate 40% additional revenue for your business each year.

Engaging with reviews isn’t just a nice thing to do - it boosts your ROI

business.trustpilot.com

15% say they are more likely to do business with a company after reading a response to a negative review that was resolved.

Page 9: The death of advertising: how the customer became king

business.trustpilot.com

We have more choice, and more technology - but Word of Mouth remains the best marketing money can’t buy

Page 10: The death of advertising: how the customer became king

It’s still about people and dialogue -the basics never

changed

business.trustpilot.com

Page 11: The death of advertising: how the customer became king

Thank You

[email protected]

@Peter_Muhlmann

business.trustpilot.co.uk

business.trustpilot.com

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