A conference hosted by Bazaarvoice offered a variety of ideas for using customer reviews. Among them: using them in marketing campaigns, displaying them in stores and taking them into account when making product decisions.
Innovating during the downturn can offer a competitive advantage. Some things to keep in mind while continuing to invest: The Web is made for niche marketing; use the right platform for your audience; and the cost for traditional media is falling.
McDonald's has started rolling out its McCafe concept, which features espresso and specialty coffees, in California's Bay Area. The company must combat consumers' tendencies to equate it with burgers and fries instead of upscale coffees.