The importance of word of mouth in brand advocacy…
MediaTel: Newsline Simon Stanforth, group search director at Starcom MediaVest Group, analyses the results from last week’s TalkTrack study and says as long as brands continue to develop creative messaging, products and experiences, they will be rewarded by word of mouth – and that’s worth talking about . . . What have you been chatting about today? In 10 conversations a day it’s likely to involve a mention of a brand, according to Keller Fay’s TalkTrack®, the very first . More >
ESPN Advances Cross-Media Metrics for World Cup, Football
Advertising Age For all the hype about cross-platform media measurement in recent years, there hasn’t been much progress made. From Nielsen and Arbitron’s aborted $45 million-plus market-research initiative Project Apollo, canceled in 2008, to the year-old Coalition for Innovative Media Measurement, still months away from launching its first major study for its 22 members, most efforts have been slow at best. So it’s no small feat that Walt Disney Co.’s ESPN was able to pull off . More >
The Influence of Age on Category Conversations
We’ve been digging through a previously confidential Keller Fay TalkTrack® report on the product categories Americans mention in daily conversations. So far we’ve learned which product categories Americans are most likely to discuss and how one’s gender impacts their brand-related conversations. Today, we’re looking at how age determines which product categories are most conversational. The charts below show age plays a significant role in the product categories Americans are most . More >
New TalkTrack Britain Study: “Conversations on Brands are Vital”
Marketing Week When consumers talk to each other about brands – and the average consumer talks about ten different brands a day – they are mostly very positive, making such discussions a key channel for marketers, a new study reveals. Word of mouth could be an even more powerful marketing tool than previously thought, as most conversations consumers have about brands are highly positive. So say the findings of the UK pilot of a study that has been running continuously in the US . More >
How much does word of mouth really affect brand success?
MediaTel Newsline A new study, which aims to confirm just how much word of mouth influences consumer decision-making and brand loyalty, found that as many as 10 conversations a day mention brands. TalkTrack, which tracked more than 14,000 conversations by 2,500 people in May this year, found that 81% of brand conversations take place face to face, although people regularly talk about brands over the phone and online too. The Starcom MediaVest, News International and ESPN-funded study still . More >
85% of Teen Brand Word-of-Mouth Occurs Offline
MediaPost Teens exchange opinions and information about brands more than consumers as a whole – but contrary to what we might expect, relatively few of those conversations take place online, according to the latest findings from TalkTrack®, an ongoing study conducted by market research firm Keller Fay Group, which specializes in word-of-mouth (WOM). It’s true that teens are twice as likely, compared to the general public, to hold brand conversations online. Still, just 13% of teens’ . More >
The Gender Gap in Product Category Conversations
According to my unscientific life experiences, women are more talkative than men. Published studies seem to back up my experiences. Various estimates from numerous studies reveal women speak about twice as many words per day as do men. It’s also commonly cited that 85% of all purchase decisions are made by women. A recent Advertising Age white paper, THE RISE OF THE REAL MOM, cites a Boston Consulting Group study that discloses, “women control $4.3 trillion of the $5.9 trillion in U.S. . More >
Talkative Product Categories
So far in these TalkTrack® Abstract postings we’ve established that Americans are a talkative bunch, mentioning brand names at least 60 times per week in everyday conversations with people. We’ve also established that credibility disparity exists between offline and online word of mouth. And, we’ve learned who a Conversation Catalyst™ is and what product categories they discuss most often. Let’s dig deeper into the product categories the general American public discusses by looking . More >
FTC to Social Marketers
After a lengthy process of review and comment, the FTC issued new advertising guidelines late last year that cover social media and word of mouth marketing. The goal was to make clear that just as the Commission can take action against deceptive, fraudulent, or unfair business practices in advertising, they will do so against deceptive practices in social media as well. And last week the FTC issued its first rebuke under the new guidelines, settling a case against PR agency Reverb, which . More >
Most Talked About Brands of 2010
We’re back to work after a fun-filled Labor Day weekend. Let’s continue the fun by taking a light-hearted look at the Most Talked-About Brands in 2010 as measured by Keller Fay’s TalkTrack® study. The list of the 15 most talked-about brands in America was compiled from 36,000 consumer conversations conducted between June 2009 and June 2010. Watch this short SlideShare presentation and learn which brands made the list and which ones didn’t. Some of the brands on the list might surprise . More >
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