The Good, the Bad, and the Spam

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The benefits of engaging with online reviews (even the worst ones)

By Peter Decoteau

Online reviews are a vital resource for customers, especially those seeking service providers. Consider the last time you hired someone to provide a service — car repair, dinner, dentist — without researching their Google, Yelp, social media, and/or other reviews. I’ll wager it was likely during the Bush Jr. presidency, or they were referred by a friend or family member — what those in the digital sphere might refer to as an “IRL (in real life) review.”

Tick-Tock, Tick-Tock: Is It Finally Time for You to Embrace TikTok?

phone displaying tiktok app
By Peter Decoteau

A challenge unique to marketers is that of opportunity — what Barry Schwartz termed “The Paradox of Choice” in his aptly titled book The Paradox of Choice: Why More Is Less. The paradox of choice asserts that humans inherently want as many options for a given decision as possible, yet the more options we have, the more anxious, confused, and, consequently, less decisive we get.

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