Considerable attention has been paid lately to quantifying the role of word of mouth and social media in driving sales. Is it a critical business driver, or a “nice to have”? From our research, we know that advertising coupled with word-of-mouth is a powerful driver of sales. About one-third of the sales impact is attributable to WOM acting as an “amplifier” to paid media, such as television, with consumers spreading advertised messages. A landmark study commissioned by the Word of Mouth Marketing Association (WOMMA) and conducted by the market mix modelers at Analytic Partners measured the impact of consumer word of mouth in six diverse categories, and found that online and offline consumer conversations and recommendations account for 13% of consumer sales, on average. That represents $6 trillion in annual consumer
Marketing mix research tells us that advertising and word-of-mouth are significant drivers of sales. We also know that advertising has a greater impact when it generates word-of-mouth. According to a 2014 marketing mix project by Analytic Partners for the Word of Mouth Marketing Association (WOMMA), about a third of the sales impact of word-of-mouth is attributable to it acting as an amplifier to paid media. Yet only some television advertising is effective at sparking conversations. In a recent study, advertising agency UM evaluated the types of messages that were more likely to be shared online. And to better understand which types of creative are most likely to generate word-of-mouth, Keller Fay Group partnered with CBS to test the “talkability” of advertising creative. The results of each study provide valuable guidance
Bust out the confetti and pop some champagne bottles because we’ve got some exciting news to share… News UK, publisher of The Times and The Sun, won big at the Media Research Awards 2016, hosted by Mediatel, with their innovative Project Footprint – a research project in conjunction with Keller Fay Group, an Engagement Labs Company! Awarded for ‘driving innovation in an industry where measurement and insight are at the very heart of business planning and success’, News UK went home with the following awards: Grand Prix Best Custom Media Research Media Owner/Trade Body of the Year What is Project Footprint? Shedding new light on the true real-world and online impact of digital advertising, Project Footprint is a new groundbreaking, research program by News UK. The month-long study, conducted by
Engagement Labs Ranks the Top Performing Advertisers and Sponsors of The Big Game on Social Media TORONTO, Ontario — February 8, 2016 – Technology and data company Engagement Labs, creator of eValue Analytics™ score, today released Total SocialTM rankings of the top performing advertisers and sponsors of the Big Game on Facebook, Twitter and Instagram, which took place on February 7, 2016. The opportunity for brand amplification both online and offline has never been bigger than during the Big Game. Conversations online and offline are augmenting each other to drive a bonanza of dialogue – superseding all demographics and standard advertising metrics. It is no surprise to see advertisers and sponsors spending millions of dollars to attach themselves to the event. eValue Rankings of the Top Ten Performing Advertisers on Facebook,
Like many Americans, we spent last Sunday crowded around the television. Football – and especially the Super Bowl – is not just a team sport. It’s a team viewing event as well. Many of us attended parties and watched the game along with family and friends. But how does this type of co-viewing impact our engagement with this year’s commercials? With the cost of a 30-second commercial at $5 million, the answer to this question matters quite a bit. Possibly the oldest form of distraction for TV audiences is simply other people in the same room. When people watch television together, there’s a good chance that during commercial breaks people may decide to chat among themselves about something else— the latest family news or upcoming vacation plans. Co-Viewing Audiences Pay
In marketing and advertising, the image typically conjured of an “influencer” is that of a celebrity or person with a large following on social media. But here at Keller Fay Group, we imagine a much different type of influencer. In our experience, an influencer is best defined as “a person who has a greater than average reach or impact through word of mouth in a relevant marketplace.” This means that an influencer does not have to be a celebrity, or even a blogger with a huge platform, though those two types of people certainly have influence. Our research demonstrates that everyday people have a tremendous impact on the decisions consumers make in the marketplace. In fact, they can have a greater influence than a celebrity, the CEO of a company or
Teenagers’ Conversations About Cars Declined 27 Percent Over the Last Six Years, According to Research by Keller Fay Group TORONTO, ON–(Marketwired – January 25, 2016) – Keller Fay Group, an Engagement Labs (TSX VENTURE: EL) company, in partnership with Morpace, Inc. a full-service marketing research and consulting firm, today released word of mouth (WOM) research that found teenagers, between the ages 13-17, are talking far less often about car brands than teenagers six years ago. The results of the study potentially signal a major change for the automobile industry and the broader automotive culture. 2016 ranks the first year when those born at the beginning of the 21st century will have the opportunity to get their driver’s license. According to Keller Fay’s WOM research, there was a 27 percent decline within
Offline word-of-mouth impression drives at least 5 times – and up to as much as 100 times – more sales – than a paid advertising impression. Thus, it pays for brands to create advertising campaigns that get people talking. This isn’t as easy as it seems. If it were, both brands and agencies would be consistently successful. But brands and agencies that build “creating buzz” directly into creative process itself find they can more reliably drive conversation with their campaigns. One agency that does this exceedingly well is CP+B Group, whose co-founder and Chairman, Chuck Porter, spoke at the PR Summit hosted by the Holmes Report last fall. The war is over. #PR won. Inspiring thoughts from Chuck Porter about the power of what we do. #PRSummit pic.twitter.com/joLywjpA3A — Elise
Advertisers typically focus on how consumers spend time when choosing the best way to reach their target audiences. But as outdoor advertising company, Clear Channel Outdoors Americas asks in a recent blog post, is this really the right metric on which to base marketing strategy? The company pointed to Keller Fay research, which found that “out of home” advertising generates a disproportionately high amount of word of mouth conversations. Overall, there are 25.2 billion annual word of mouth impressions citing billboard ads. The company concludes that advertisers should focus on ways to measure ad impact as a way of maximizing advertising investments. Do you know what the total impact of your advertising is, when you factor in not only paid reach but the earned impact via word of mouth impressions and social
Why does “social marketing” work amazingly well? Because humans are “hardwired to be social.” PBS recently aired a special featuring biologist E.O. Wilson: “Of Ants and Men,” which can be viewed in its entirety on the PBS website. The documentary presents the evolutionary science of how and why humans are social creatures. It also provides compelling evidence of why marketing professionals should focus on word-of-mouth and social marketing. While face-to-face conversation may be as old as time, our understanding of the importance of social interaction is new and still emerging. Scientists like Wilson – as well as anthropologists, evolutionary biologists, social psychologists, neuroscientists, epidemiologists, network theorists, and more— are uncovering powerful new evidence of just how connected we are to each other and the degree to which our decisions, large
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