Your Digital Storefront: Your Website or Facebook?
By Ed Keller July 31, 2012 There were two stories in the press about Facebook last Thursday that caught my eye. The first was the story of Facebook’s first earnings report since going public. Investor expectations were not met and the stock tumbled. The same day, a new research study was released and reported with this headline: “Customers Still Prefer Company Websites to Facebook Pages.” While the earnings story was widely discussed and has clear relevance to the investment community, . More >
How Online Marketing Can Fuel Offline Conversations
posted on Mashable.com July 18, 2012 By Brad Fay The fact is no medium drives offline conversation better than online marketing. In fact, our research shows that in 15% of conversations about products and 23% of conversations about services, somebody refers to something they saw online. Yet, a key mistake made by digital marketers is allowing the effectiveness of campaigns to be measured with just digital metrics like clicks, shares, and re-tweets. None of those metrics pick up the impact of offline . More >
Recommendations are What Drives Your Business
First posted on Forbes.com By Ed Keller July 25 2012 A new study reveals that you don’t need a big company advertising budget to drive sales—face-to-face word of mouth among friends and family drive more purchases than any other purchase influence. It’s an insight of vital importance to every small business owner. Just how important are personal recommendations? They are the #1 driver of consumer purchase decisions at every stage of the purchase cycle, across multiple product categories. . More >
Media Planning for Word of Mouth
By Ed Keller July 13, 2012 One of the key themes of this blog and my recent book is that the opportunities for business to engage in social marketing extend far beyond online social media such as Facebook or Twitter. Media and marketing of all types drive word of mouth conversation – for example, what people see on television is as likely to drive conversation as what they see on the internet. Further, a very large amount of word of mouth is driven by advertising. It is for this reason that . More >
‘Face-to-Face’: Why Word of Mouth Still Beats Social Media
Posted on Kirkus Review By Clayton Moore Social media is not king, according to the head honchos of the Keller Fay Group, the groundbreaking marketing and research consultancy devoted not to the Twitterverse but to good old-fashioned word of mouth. In their new book, CEO Ed Keller (The Influentials, 2003) and COO Brad Fay delve deep into the fallacies behind the “Social Media Gold Rush,” and give great thought to the media strategies that really work best for business and not just buzz. Here, . More >
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