Thirty–six years ago, astronomer Frank Drake sent humankind’s first deliberate communication to our interstellar neighbors. We’re still waiting for a reply. Marketers have it so much easier: They need only browse the Web to catch signals — positive or negative — about their products and services from consumers across the globe. If you’re not paying attention to — or encouraging — such online chatter, consider yourself, well, lost in space.

Customer reviews are becoming more commonplace on the Web, and a slew of intriguing studies show that they outweigh all other integrated marketing communication tactics as a brand building tool. Consider this your wake–up call. A survey by ACNielsen revealed that 78 percent of respondents viewed recommendations from other consumers as trustworthy, well ahead of newspaper ads (63 percent) and other traditional media. Moreover, shoppers prefer peer reviews over expert reviews by a whopping 6–to–1 margin, according to survey by Bazaarvoice and Vizu Corp.

No matter your company’s size, people are beyond eager to file an online consumer report on your brand(s), and their assessments strongly influence buying decisions and can help support a company’s brand communication strategy. According to a survey by Opinion Research Corp., 61 percent of online shoppers check online reviews, blogs, and other online customer feedback before buying a new product or service. And of those who looked for reviews and other feedback, more than 80 percent said such evaluations had at least some influence on their purchases.

A joint report by E–consultancy and Bazaarvoice showed that consumer product reviews are increasing retail e–commerce conversion rates, site traffic, and average value orders. Twenty–eight percent of online sellers said they were using customer ratings and reviews, and more than half were considering it. The survey also found that 73 percent of online sellers thought improved customer retention and customer loyalty were major benefits of consumer reviews, followed closely by search engine optimization.

So who are these online brand reviewers? They are active online participants, for starters, meaning they skew young. According to a study by Bazaarvoice, 84 percent of reviewers purchase products online, 77 percent send more than 10 e–mails a day, 25 percent participate in social networks, and 20 percent post messages on other people’s blogs or in chat rooms. Additionally, 60 percent of reviewers have told friends and family about their product experiences.

What drives online reviewers is the desire to help others make better buying decisions and help companies improve the products they produce and carry. And if writing a review leads to a reward of some kind, that’s a motivator as well. “Online reviewers tell us they want to reward brands that perform well,” says Brad Fay, chief operating officer at the word–of–mouth consultancy Keller Fay Group. “This should encourage companies to be more comfortable with inviting consumers to talk about their experiences.”

Online consumer reviews are primarily positive and matter most in complex and high–ticket categories, such as automotive and consumer electronics, the American Marketing Association reports. Reviewers tend to post on independent product review sites, such as Epinions, or on a company’s own Web site if the capability exists. And all age groups are reading and acting on online reviews, with seven in 10 sharing them with friends, family, or colleagues, a study by Deloitte’s consumer products group found. “In the past, clever marketers and advertisers shaped brands, but now consumers are increasingly empowered. Everyone has a voice, and information and opinions are instantly dispersed,” says Pat Conroy, vice president and U.S. consumer products group leader at Deloitte.

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