Vlog #165: David Melamed On Review Gating, Misinformation, Trust Decay & Personalization In Marketing

Mar 28, 2022 - 7:01 am 1 by

David Melamed Small 3

In part one of my interview with David Melamed, we spoke about his background and the beauty of the search marketing industry. David Melamed and I in part two then spoke about the long term viability and success of search spam, antitrust issues and more. In part three we talk about reviews, review gating and how to handle all of this properly.

David explained that you really just want to work with companies that provide amazing service where the reviews are just amazing. He brought up the recent FTC fine for review gating and blocking negative reviews. He explained why that company got in trouble. He said if he receives a call from a company that needs help cleaning up reviews, he said, he won’t work with a company that is bad, he doesn’t want to clean up the mess.

He feels most people are sensible enough to censor out bad or misinformation. I disagree with him, I think those in the SEM industry pick up on it quickly because we are good at finding manipulation. But the average person, including our senators and congressmen and congresswomen don’t know how search works.

He said this kind of came from cookies and ultra high targeting, driving mass traffic that was without value, including entertainment news sites. So these sites drove tons of low quality traffic to the site, that devalued the ads themselves. Not only that, David said it also led to trust decay.

David brought up an example of how Amazon lost his trust and his purchases for months because Amazon targeted him for baby gifts when he and his wife have fertility issues. He was mad at Amazon and Amazon lost his trust and him as a customer for months. That led us to talking about emotion and empathy that companies should look for in their data when doing targeting. Personally, I never really get upset by data but the average person does. I just don’t see a way for companies to handle this without missing out on opportunities. We discuss how important personalization and data is for marketing and targeting, and maybe it is not important? In short, we don’t think data or personalization is done with bias.

Then we start talking a bit about Google Ads, the value of an impression and conversion rates but the action camera cut out.

You can learn more about David Melamed on his website at davidmelamed.com.

You can subscribe to our YouTube channel by clicking here so you don't miss the next vlog where I interviews. I do have a nice lineup of interviews scheduled with SEOs and SEMS, many of which you don't want to miss - and I promise to continue to make these vlogs better over time. If you want to be interviewed, please fill out this form with your details.

Forum discussion at YouTube.

 

Popular Categories

The Pulse of the search community

Follow

Search Video Recaps

 
Video Details More Videos Subscribe to Videos

Most Recent Articles

Google Updates

Massive Volatility Reported - Google Search Ranking Algorithm Update?

Feb 24, 2024 - 7:43 pm
Search Forum Recap

Daily Search Forum Recap: February 23, 2024

Feb 23, 2024 - 4:00 pm
Search Video Recaps

Search News Buzz Video Recap: Google Helpful Content System, Reddit’s Google Deal, Product Variant Schema, Google Ads, Bing Search & Search Volume Predictions

Feb 23, 2024 - 8:01 am
Google Ads

Google Ad Strength For PMAX To Weigh Assets Quantity & Variety More As AI Expands

Feb 23, 2024 - 7:51 am
Google Search Engine Optimization

Google: You Decide What Old Content Is Helpful Or Not

Feb 23, 2024 - 7:41 am
Google

No Joke: Google Is Paying Reddit For More Content, More Often

Feb 23, 2024 - 7:31 am
Previous Story: Google Tests News Search Results Snippets Without Borders