eCommerce marketing: The power of product descriptions and reviews
21 October 2019
We live in a social world. We are bombarded with information from the moment we wake up and it continues on our commute, during the workday, and in the evening at home. With all of that information and all of the advertisements, it can be hard to differentiate between what’s real and what’s not. Is what we’re seeing in ads really true? Or is it just a product of search algorithms and marketing tactics?
Eventually, we get to the point where we need to make a decision—do I want to buy, or don’t I? A lot of times, we feel an urgency to make purchases, even when we know we shouldn’t. That’s where product descriptions come in. They help us understand if a product meets our needs—without ever seeing it in person.
Product descriptions should be deliberate. They need to adhere to a brand’s voice and mission. They are an extension of a brand and its goals. That means there isn’t a one-size-fits-all solution when it comes to how you structure descriptions—what works for one brand might not work for another.
Descriptions aren’t just about marketing copy—it goes well beyond that to the product reviews as well. It’s not just about what you say about your products—it’s about what other people say, too. Reviews validate what a brand says about their products. They help prospects make a decision, because sometimes people don’t know exactly what to believe. Honest reviews help prospective customers understand what other people think about your products. That’s why they’ve become one of the most powerful marketing tools.
We live in a social world, and reviews are how that manifests in eCommerce. Leveraging these reviews, along with well-crafted product descriptions, helps marketers better brand their products—and helps their business succeed.
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