• Consonant Custom Media

The Power of Authenticity

By Kristopher Jones

Online reputation management is often left out of the conversation when discussing SEO, even though it greatly impacts marketing strategies.

According to one survey, 84 percent of customers trust online reviews as much as recommendations from friends. Furthermore, all it takes is one bad review or press article for people to form a negative opinion of your business.

Why do consumers take so much stock in the opinions of others? Well, they’re not biased; they’re authentic, even if sometimes mistaken.

As consumers and even citizens, we are susceptible to the cult of personality. Our opinions are heavily biased by media and gossip.

Research shows time and time again that consumers’ buying decisions are primarily influenced by our emotions, not logic.

This is why some brands, like Apple, are mostly seen as infallible in our eyes.

So what does this all have to do with authenticity?

Read the full piece in SEJ

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