Why Brands Must Care about Both Offline and Online Word of Mouth
By Ed Keller I have written previously about a groundbreaking academic study that highlighted how fundamentally different online conversation is from offline word of mouth. The headline finding from that research, released in late 2010 at a conference convened by the Wharton School and the Marketing Science Institute (MSI), was clear: “Online data does not reflect well the offline behavior. Word of mouth is not channel neutral. One cannot automatically generalize the results from online to . More >
Content-sharing not an end in itself
By Steve Thomson, Managing Director, Keller Fay- UK UK department store John Lewis hit an apparent bulls-eye over the Christmas season, achieving the kind of viral success with its seasonal TV ad that all marketing directors crave, with four million hits on YouTube. Most brands today are desperately figuring out how to create content which is also shared widely and quickly. Is this a realistic strategy, or is it the marketing equivalent of hoping for a lottery win or X-Factor success, rather . More >
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