The Water Cooler is Not Online
The overwhelming majority of word of mouth about brands takes place offline (90%+), while less than 10% occurs online. Further, less than 2% of word of mouth takes place via blogs, chatrooms, or social networking sites; the remainder of online WOM is via emaiils or texts people send to each other. Face to face = 76% Phone = 15% Email = 3% Text/IM = 3% Chat/blog/social networking site = 1% Other = 1% These findings from my firm’s ongoing word of mouth research have been very consistent, . More >
Can We Plan Media for Word of Mouth? “Yes We Can!”
The rising power of word of mouth, and social media, has led some prognosticators to proclaim the “death of advertising.” But increasingly, we see that there is a symbiotic – not adversarial – relationship between advertising and word of mouth advocacy for brands. And there is now new evidence that media plans can be designed and evaluated on the basis of their ability to help advertisers drive word of mouth. Previously in this column, I wrote about the important – and . More >
Is Your Brand Seeking to Win Friends and Influence People?
At last week’s ARF Audience Measurement 4.0 Conference, Gregg Liebman, SVP at CNN, and I presented a paper on “The Marketing Value of Influencers,” in which we presented new research in support of influencer marketing. We highlighted three primary reasons why influencers and influencer marketing brings considerable value to marketers: - Influencers generate reach, making marketing more efficient and effective - Influencers accelerate product adoption and improve profitability - Influencers . More >
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