By Brad Fay, Yesterday, 8:04 AM While we’ve long discarded the simplistic notion that a prospective customer sees or hears a commercial or ad and then —“eureka”— decides to run out and buy the advertised brand, what we haven’t fully grasped is what exactly occurs on the long and winding path to purchase. READ MORE
One in eight word-of-mouth interactions results in consumer sales — some $6 trillion in annual consumer spending, according to a new study. The research from the Word of Mouth Marketing Association (WOMMA) — paid for by agency and brand sponsors, including AT&T, Discovery Communications, Intuit, PepsiCo and Weight Watchers — says the study was based on “sophisticated econometric modeling of sales and marketing data provided by participating brands on a confidential basis.” The study came from “consumer word of mouth” in six categories — telecommunications, food, beverage, software, personal services and television — through online and offline consumer conversations and recommendations. Read more…
Ed Keller de Keller Fay Group: Aproximadamente la mitad de las conversaciones en Brasil y Colombia incluyen referencias a publicidad
(Cristian Vergara). Keller Fay Group, empresa de investigación de mercados desarrolló la primera investigación de profundidad sobre los consumidores de Brasil y Colombia relacionada con word of mouth (conversaciones de boca a boca) y reveló que los consumidores en estos dos países hablan de marcas dos veces más que sus contrapartes en EE UU. En conversación con PRODU, Ed Keller, CEO de la organización, destacó que si bien miden continuamente el boca a boca en los EE UU y el Reino Unido, sus clientes han mostrado un gran interés por conocer el comportamiento en Latinoamérica. “Nuestra investigación ha demostrado que los hispanohablantes en EE UU participan en una enorme cantidad de boca a boca, mucho más que la población general”. Read more…
by Ed Keller Each December, CBS’s Chief Research Officer Dave Poltrack addresses the UBS Annual Global Media and Communications Conference. This year’s talk, “The Outlook for the Broadcast Networks,” covered a wide range of topics, including social TV: “Nothing was hotter this year than social media with Twitter front and center with its IPO,” according to Poltrack. “Television programs and televised events have always been a major source of conversation. With the emergence of the online social media we are seeing how much these subjects dominate people’s non-personal interaction.” Then, in what might have been a surprise to the investors in the audience, Poltrack made this strong statement: “However, the real action is not online, it is still face-to-face.” And the correlation statistics he shared bear this out. To begin,
Social TV – Does it Draw New Viewers? New Research Sheds Important Light.
Social TV has become a very hot topic of late, with media companies and advertisers both interested in understanding what role is has in drawing in new viewers and engaging current ones. Keller Fay recently conducted a in depth research for the CRE (Council for Research Excellence). A statistical analysis from that research was recently released and reveals an important insight for TV marketers: Social media plays a significantly different role depending on whether people are repeat viewers of a program (i.e., those who watch regularly or at occasionally) vs. those who watch infrequently (including non-viewers). Read more.
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. That’s according to just released research that my firm conducted on behalf of RewardStream , a provider of viral marketing, social referral, social loyalty, traditional loyalty and engagement solutions for some of the world’s most esteemed brands. Here are some of the key findings from the research: Personal recommendations are the number
- Published in WOM and Advertising
By Ed Keller In Steve Jobs, Walter Isaacson talks about the seven industries that Steve Jobs revolutionized: personal computers, animated movies, music, phones, tablet computing, digital publishing, and retailing. As we approach Thanksgiving and “Black Friday,” the most important day in retail, let’s consider how the Apple Stores changed business retail, which is the topic of Chapter 29 in the Jobs biography. It’s easy to forget how dismissive experts were when Apple decided to enter the retail business in 2001. “Maybe it’s time for Steve Jobs to stop thinking quite so differently,” wrote Business Week. Of course, the Apple Stores went on to achieve record breaking success, despite such doubts, because they had a mission that was about more than providing a place for transactions with customers. Jobs envisioned the
Thanks to WOMMA for creating this infographic on “The Word and the World of Customers: Word of Mouth Marketing Offline and Online.” We at Keller Fay are pleased to see our research featured, along with others.
By Ed Keller Two research studies about the importance of word of mouth in China came to my attention recently. One was by Initiative and the other by TNS. These come on top of a 2010 article in the Harvard Business Review on “The Power of Word of Mouth in China” by two McKinsey consultants who say, “Physical or virtual, word-of-mouth is an essential brand-building tool for companies in China.” To gain a better understanding about word of mouth and social media in China, I had a discussion with Asit Gupta. After 17 years with multinational companies like Procter & Gamble, British American Tobacco, and DDB Advertising – in India, Russia, UK and Greater China — Gupta recently started Advocacy, a word of mouth marketing company in China,. Advocacy is
The CEO of Zappos Tony Hsieh has 1.8 million followers on Twitter. In many marketing circles, he is something of a Twitter god, using the Twitter feed to promote Zappos and his way of thinking about business (as expressed in his book, Delivering Happiness: A Path to Profits, Passion, and Purpose) to his many followers. Imagine my surprise, then, when I saw a TV interview with Hsieh, in which he said he dislikes the term social media. In fact, he dislikes it so much that anyone who uses it around him at Zappos owes him a dollar. It’s not just the use of the term social media; it’s the whole idea of it. “We have never had a strategy for Twitter or Facebook. . . So many companies are chasing
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