Sales Happen Offline, as Does WOM
One of the more provocative Keller Fay statistics on word of mouth reveals less than 10% of conversations Americans have about products, services, and brands occur online (email, social media). Which means, over 90% of marketing-related word of mouth conversations happen offline (person-to-person, voice-to-voice). For many social media marketers this 90/10 split is hard to believe given the increasing time people are spending online. Ed Keller, CEO of Keller Fay, explains the seemingly implausible . More >
Wharton Study Shines New Light on Online vs. Offline Word of Mouth
Social media is the rage right now in marketing circles. One area of particular interest is the opportunity for marketers to “listen” to unstructured conversation based on the data that are now available via scraping of social media sites. This is part of the emerging discipline of social media research (SMR). But nobody – until now – has definitely answered the question: Are online social media reflective of the offline world? The theory (and practice) that underlies SMR is that . More >
Power of MOM WOM (Part 2)
According to Working Mother magazine, there are 50 million moms in the U.S. today. The yearly spending power of American mothers is estimated at $1.6 trillion. While every mother’s role is different within a family, because of the yearly spending power they control, almost all mothers act as the household Chief Financial Officer. Mothers, as we learned in last week’s post, are word of mouth leaders because they mention more brands in conversations and they have greater credibility when it comes . More >
Word of Mouth Around the World
Word of mouth marketing is a global phenomenon now. Which raises an important question: How similar, or different, are people’s WOM behavior across markets? At the Word of Mouth Marketing Association (WOMMA) Summit in Las Vegas last month, Molly Flatt, president of the trade association WOMMA UK, moderated a group of panelists from the UK, Australia, Japan, and Israel. Much of the discussion focused on differences between countries—what it takes for a brand to be worthy of being recommended . More >
The Power of MOM WOM
Mothers are a very social group. Whether it’s talking with other mothers at work, at a park, or online, when moms get together conversations will include mentions of brands, products, and services. Because of this, big brands like Walmart, Johnson & Johnson, and State Farm are designing more and more word of mouth marketing programs that appeal to the mom audience. Mothers wield tremendous spending power. It’s estimated American mothers are responsible for up to 85% of all household purchases. . More >
Business & Leadership
An ongoing word of mouth measurement programme is to be launched in Britain by the Keller Fay Group. The firm’s TalkTrack® programme was launched in the US in 2006 and analyses more than 350,000 brand conversations annually across all major consumer categories and in all channels, both online and offline. Designed to closely monitor and measure the marketing-relevant attributes of actual consumer conversations, TalkTrack® received the Advertising Research Foundation’s Grand Innovation . More >
Keller Fay Group brings WOM study TalkTrack to UK
ResearchLive.com Word-of-mouth (WOM) researcher The Keller Fay Group is bringing its TalkTrack WOM measurement service to the UK, four years after its US launch. The New Jersey company’s decision to launch the continuous study on this side of the Atlantic follows the completion of a number of UK projects this year, including a nationwide word-of-mouth study commissioned jointly by Starcom MediaVest, ESPN and News International. Keller Fay also worked with the Institute of Practitioners in . More >
First ongoing WOM research to launch in UK
Institute for Practitioners in Advertising The first continuous measurement programme of word of mouth (WOM) for online and offline channels, called TalkTrack UK, is to be launched by Keller Fay in the UK. The Keller Fay Group (www.kellerfay.com) today (1st December) announced plans to launch the firm’s TalkTrack® word of mouth measurement program on an ongoing basis in Great Britain. Presented to an audience of leading agencies and media owners who convened at the IPA, the announcement . More >
Keller Fay to launch word of mouth study in the UK
MediaTel Newsline Keller Fay is set to launch its TalkTrack word of mouth measurement programme in the UK. The group announced the plans to an audience of agencies and media owners at the IPA today. The news follows the success of a UK-based word of mouth study that was jointly commissioned by Starcom MediaVest, ESPN and News International earlier this year, as well as Keller Fay’s work for the TouchPoints3 survey. The TalkTrack survey was launched in the US in 2006 and analyses more than . More >
This Just In: Advertising Works on Women
Advertising Age Amazon Kindle, Verizon, and Hershey’s were on many women’s minds in October, according to NBC Universal’s latest women brand power index, now in its third month. But it wasn’t Christmas shopping or Halloween trick-or-treating alone that got those brands in good stead with the ladies, say NBCU researchers. It was advertising and marketing. The index uses search data from Compete, social media “buzz” data from New Media Strategies, and conversations tracked by . More >
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