Let's Go Raving!

We are always talking about WOM marketing...
Digital, after all, is becoming more and more about participation and there is a plethora of evidence (and logic) to suggest that we are influenced more by what friends and other 'average people' like us say more than that shiny commercial or advertising campaign.

So increasingly, when looking to make a purchase, we are turning to the web for advice and reviews.

The problem though is often the time and effort required to trawl through multiple sites all over cyberspace just to get and form an opinion. So, what if all the reviews were in one place?

Raveable.com have just launched their new site which collates more than 35million reviews for 55,000 US hotels from travel sites, bespoke hotel sites and even blogs. It then organises them for you based on quality of site, reputation of the authors and a number of other factors to present them back in a single place... it even offers a summary of the positive and negative comments so you can make a decision faster.

There are plenty of price comparison sites out there, so I suppose you could view this as an evolution to review comparison, but I view it as much more. What if other industries, like FMCG, could create a hub that brings together all that is being said about them on the web and allow consumers access in a single place?

Yes there is the inherent danger that some comments may be negative but honesty is, after all, the best policy and it could help them to develop products and further conversation with the audience.