I was reading about the resurgence of direct mail and e-mail marketing today.  I’ve been reading about how Web 2.0 interfaces and techniques are creating a resurgence in various types of marketing.  I then came across an article in revenue Magazine that talks about a company called Zappos.com, an online shoe store essentially that my wife frequents.

Zappos.com learn through experience that when a customer refers to one of your competitors on your website or on your Internet forum it’s important to leave that reference there.  If you delete all references to your competitors, the good the bad and the ugly, your website will not seem terribly realistic and the trustworthiness of the information on your website will decrease significantly.

This is one of those concepts that many people into it but don’t always stayed out right nor do they internalize it and build it into their website strategy.  So the next time you receive a comment on your blog or in your forum from one of your readers are customers about one of your competitors let it ride and don’t be too quick to delete it.  Sometimes this might come in the form of spam from a spammer and that’s probably worthy of being deleted, but if it’s realistically from a real person, consider leaving it in.

This entry was posted on Saturday, August 18th, 2007 at 12:10 am and is filed under Comment Management. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.