The global marketplace has become so crowded with an overwhelming number of products, media offerings and services that reviews have become a necessary tool to help customers – whether corporate or consumer – make purchasing decisions. Yet there are so many reviews to help with decision-making that they are actually contributing to the overload . . . and indecision – especially as reviews increasingly become gamed and manipulated.
When those with a vested interest are providing customers with the tools to navigate too much of everything, problems with truth and issues of trust arise, ultimately leading to acts of desperation among the companies and individuals looking to stand out in an overly crowded and saturated market. This Catch-22 has helped give rise to the importance of cutting through the clutter, and dependence on influencers, curation, simplicity and personalized recommendations.