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3.3 Million Fake Reviews Removed in 2023, as Total Reviews Surged to a Record 54 Million

Trustpilot, the global online consumer review platform, has released its latest Transparency Report, showcasing its efforts to uphold trust between businesses and consumers during a record year for reviews published on the platform. In 2023, 54 million reviews were published on Trustpilot globally, a 17% increase from 2022. Meanwhile, over a million businesses were reviewed, one-fifth of them for the first time, helping consumers make informed purchasing decisions. Despite a surge in reviews on the platform, the removal of fake reviews has remained steady year-on-year, with Trustpilot removing 6% of total reviews in both 2023 (3.3 million) and 2022 (2.6 million).

HUBSPOT

50 Marketing Buzzwords to Know and Some to Avoid

At the beginning of my marketing career, I was hit with a bunch of acronyms that sounded more like dog names than business terms: ROI, ROA, ROAS… 🥲I could even imagine fluffy Chow Chow named “ROAS” chasing after a Shih Tzu named “ROI.” Years later, I catch myself using those terms even in everyday life. “Expensive climbing shoe? Well, they would probably be good for my cliff climbing season, so the ROI is worth it.” If you're planning to start with marketing and have no idea what these people are talking about, I’m bringing you the list of 50 marketing buzzwords you simply need to know. And those you need to avoid if you don’t want to sound, well… “cringe” (am I supposed to use that word? 😏).

MARTECH

Stop! Or Go Directly to Email Jail

I live in Texas, where the highway speed limits are more like minimums than maximums. Our interstates could pass for the Indianapolis 500 (AKA the “Idiot 500” here in Dallas). I contribute to this fast-moving culture because if you obey the law, you’ll get run over. The other day, I was cruising down the highway at traffic speed (at least 20 MPH over the posted limit), and I got pulled over. It occurred to me as I waited for the cop to run my license plate that I could end up going to jail. That’s definitely not something that would make my mom proud of me. So when the officer came up to my car window, I didn’t get mad or invent some lame excuse. Instead, I owned up to my speeding. He must have been feeling generous that day because he didn’t even issue a warning. He told me to take it easy and let me go.

MARKETING DIVE

Campaign Trail: Essentia Plays H.O.R.S.E. on a Horse with Jimmy Butler

Miami Heat star Jimmy Butler is used to making headlines for his off-the-court antics, from his emo-inspired media day look to his stint as a ball boy at the U.S. Open to his pandemic-era coffee hustle. So when photos of the NBA All-Star riding a horse through Miami went viral last month, fans assumed it was just another example of “Jimmy being Jimmy.” In actuality, the stunt was part of a new campaign from Nestlé marketer Essentia Water around the launch of its first-ever flavored, functional water, Hydroboost. The social-first “Hold my Hydroboost” effort launched in April across TikTok, Facebook, Instagram, YouTube, over-the-top, online and creator channels.

MARTECH

Salesforce Einstein: A Deeper Dive Into Data, Personalisation and Copilots

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud? “Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.” Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture.

TOP VOICES

INSIGHT FROM RAJA RAJAMANNAR

What Technology Other Than AI Do You Expect to Transform Marketing?

AI is dominating the headlines when it comes to trends and technologies shaping marketing, and it’s easy to see why — the rise of GenAI is transforming the landscape for creative expression, making it crucial for marketers to embrace the technology to stay relevant in the age of quantum marketing. But it’s important to acknowledge that AI is far from the only emerging technology presenting an outsized opportunity to marketers. In fact, there are two dozen digital technologies disrupting the industry right now, including AR, VR, 5G, robotics, and wearable devices. The confluence of these technologies will have a profound impact on marketing, influencing every facet of a brand’s relationships with consumers.

WHAT WE ARE LISTENING TO

MARKETING SCHOOL PODCAST

OpenAI's Marketing Head Shares the One Big Mistake CMOs Are Making with AI, and Sam Altman on the Future of In-Person Experiences

In episode, we explore how AI is more geared towards replacing tasks rather than entire roles, how AI can free up marketers to focus on strategic challenges and unlock new ways of marketing, and the importance of in-person events and building relationships in marketing.

Listen Here

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