Implement data-driven anti-fraud processes to ensure all consumer-generated content is genuine

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 25, 2020, 8:56 AM UTC

Responding to publicly posted questions and maintaining good customer services can help brands retain trust.

This article states that with fraudulent marketing and advertising practices on the rise, brands must leverage data-driven anti-fraud processes to protect consumers from fake reviews. Companies must create a robust set of new standards and allow only verified customers to post reviews.

To build trust, enhance confidence, and retain consumers, brands should be honest and authentic in their messaging. Prioritising honesty and responsiveness as core values and providing easy access to user-generated content and product experiences can help retailers establish and maintain trust.

Incentivise consumers with free products and discounts to provide unbiased reviews and honest feedback via post-interaction, email and social media campaigns. The author contends protecting consumers from fake reviews and ensuring transparency helps build a long-lasting and mutually beneficial relationship.

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[4 minute read]